Reach and ad quality are key short-term drivers of ROI

An overview of the significance of different short-term factors in driving return on investment across 11 categories.

Reach and ad quality are the most important short-term drivers of return on investment (ROI), according to research from Nielsen.

Reach is one of the top three executional drivers of ROI in all 11 categories analysed, achieving an average rank of 1.8 (between 1 as most significant and 9 as least significant). Ad quality follows with an average rank of 2.4.