Underdogs vs. Over Spenders: Is your channel strategy maximizing Enterprise Marketing Return?

Could you be missing out on opportunities to maximize Enterprise Marketing Return (EMR)? Are you overspending or underspending in key channels? Use Ovative’s EMR Power Rankings to make informed decisions about your media mix and get exclusive insights into the channels you should consider shifting investment into (and out of) in 2022.  

Ovative’s EMR Power Rankings highlight the paid media channels and tactics driving the highest returns for marketers and the difference in performance compared to legacy ROAS. Marketers are surprised by how much revenue their current media mix is missing out on by optimizing to ROAS instead of EMR. These performance gaps are revealed by the EMR Power Rankings. 

The Underdogs: Channels Marketers Could Be Missing Out On By Comparing To Legacy ROAS 

Facebook Upper Funnel 

About the channel: At the “Top of the Funnel” or the awareness stage, the goal is to attract new audiences by educating them on why they need a specific product or service. Campaign objectives at this stage include reach and traffic, rather than conversions or lead generation. A well informed and organized Facebook Ad Funnel can increase conversion rates and grow sales. While marketers may be tempted to go straight for the sale (with lower funnel conversion tactics), high-value conversions typically happen once a user interacts with your brand over multiple touchpoints1 

Why does the EMR power score outrank legacy ROAS? 

Legacy ROAS is heavily focused on revenue-centric performance and tends to favor channels that are last click oriented. FB Upper Funnel’s impact is significant to branding and awareness, which is not always immediately reflected in revenue. EMR incorporates other factors, including future customer value and incrementality, which help lift this channel’s EMR power score significantly higher than legacy ROAS.  


Linear TV 

About the channel: Linear TV is the “traditional” means of watching TV, presenting consumers with a scheduled program on a specific channel. According to estimates by Statista, there were 121 million TV homes in the United States for the 2020-2021 TV season.2 With reach equating to over 300 million people, this type of scale allows brands to reach a large market with a single campaign and target based on large demographics they know will watch. Marketers may miss key opportunities with Linear TV because they believe conversion-driving channels lower in the funnel will yield quicker returns, dismissing the future impact of awareness tactics.  

Why does the EMR power score outrank legacy ROAS? 

Measuring Linear TV through legacy ROAS understates its value due to its lack of click data. What ROAS misses is the strong influence traditional advertising can have on store sales (indicated by an EMR offline score of 85), its future impact on revenue, and the halo impact TV has in making other digital media investments more effective. Unlike ROAS, EMR factors in both online and offline sales, providing a more holistic view of performance.   


Audio and Radio 

About the channel: There are 204 million digital audio listeners (⅔ of all digital media consumers) and 265 million terrestrial radio listeners in the U.S., making digital audio the second most popular digital activity (based on time spent) for U.S. adults (behind video).3 From radio to podcasts to music streaming services, consumers have increasingly spent more time listening to digital audio over the last few years, making it a prime tactic for brands and marketers to include in their holistic media strategy.  

Why does the EMR power score outrank legacy ROAS? 

Streaming Audio and Terrestrial Radio are powerful channels in building awareness, with much of the impact realized over time. With little to no immediate click-through option to send consumers from media to point of purchase, conversions typically aren’t attributed to these tactics when using legacy ROAS and are instead attributed to last-click. Marketers who rely on ROAS are likely to underspend in an awareness  driving channel because of the lack of attribution and key components like incrementality and future customer value, which EMR addresses.  


The Over Spenders: Channels That Miss The Mark On Maximizing Enterprise Marketing Return 

Google Brand Search 

About this channel: Branded search campaigns target keywords that are brand-specific, i.e., feature a brand’s name with or without a product name. Since consumers are searching specifically for a brand rather than products a brand may sell, Pay-Per-Click (PPC) branded keywords typically come with a higher purchase intent and a higher likelihood of conversion.4 

How does it miss the mark on maximizing EMR? 

Though Brand Search can indicate high intent to purchase and ultimately drive conversions, it is often the last touch and takes credit from upper funnel tactics that contributed to the sale and revenue. Brand Search also scores lower on EMR power rankings because of its low incrementality, meaning that in many cases the conversion would have happened even without serving the paid ad.  


Amazon Advertising 

About this channel: With over 300 million worldwide users5 and a variety of advertising product offerings, Amazon Advertising can help marketers reach consumers throughout their journey. Based on goals, objectives, and key metrics, marketers can choose to engage with consumers at various stages from awareness to conversion. 

How does it miss the mark on maximizing EMR? 

Amazon Advertising is typically focused on driving traffic to a brand’s listings on Amazon, with little impact on offline performance, a key component of EMR and driving enterprise revenue for a brand. Amazon also delivers lower Future Customer Value, since Amazon owns the experience, the long-term brand relationship, and the customer data instead of the brand.  


Take Action 

It is a new year, and marketers will need to pull new levers to make their media mix work harder. Utilizing Ovative’s EMR Power Rankings to determine which channels and tactics to test into can help marketers maximize their enterprise impact and make informed decisions about their media mix. Many marketers are surprised by the gap in performance revealed by the EMR Power Rankings. 

When moving from ROAS to EMR, Ovative clients remix between 25-40% of their marketing spend and within the first 12 months of measuring and optimizing to EMR, our clients experience a 25% increase in return on their marketing spend. Learn more about Enterprise Marketing Return here and start maximizing your enterprise impact. Don’t know where to start? Connect with us and stay tuned for more media and measurement insights.  

Ovative is a digital-first media and measurement firm seeking to transform the measure of marketing success. At Ovative, we help brands move the needle. We are curious. We value your brand. We want to see you succeed. Connect with us to learn more!


  1. Stable WP, The Facebook Ads Funnel Guide, January 2020. https://stablewp.com/the-facebook-ads-funnel-guide-how-to-design-a-perfect-facebook-funnel-for-your-business/  
  2. Statista, TV Households in U.S., July 2021. https://www.statista.com/statistics/243789/number-of-tv-households-in-the-us/  
  3. SF Gate, The Rise of Digital Audio. https://marketing.sfgate.com/resources/rise-of-digital-audio-advertising  
  4. In Flow, Branded Paid Search Campaigns, May 2021. https://www.goinflow.com/blog/branded-search-campaigns/  
  5. Amazon Ads, Understanding Amazon Advertising, 2021. https://advertising.amazon.com/library/guides/basics-of-success-understanding-amazon-advertising  

Lillian Smith

Senior Analyst, Paid Social

About the Author

Lillian is a Senior Analyst on the Paid Social team at Ovative.

Dale Nitschke

Dale Nitschke

CEO & Founder

About the Author

Dale is the Founder and CEO of Ovative. After years of operating a large omni-channel business and leading a customer data initiative, Dale knew there was an opportunity to create a marketing firm that helped clients become more customer centric and drove better performance outcomes. A gap existed between business consultancies and advertising agencies that modern marketing approaches demand. He also believed that a strong, healthy culture could attract and develop smart, talented team members. In 2009, he formed Ovative to bring media, measurement, and consulting together under one roof to enable an enterprise approach that drives more revenue and grows clients’ customer base.

Prior to founding Ovative in 2009, Dale spent 23 years at Target Corporation where he served as President of Target.com and grew the ecommerce business from start-up stage to a $1 billion+ business and established the foundation of Target’s Guest database capabilities. Previously he served as SVP Merchandising at the Department Store Division of Dayton Hudson. Dale has advised retailers and brands globally on business, growth, marketing, and measurement transformation strategies.

Outside of Ovative, Dale is a leader on topics including business strategy, change management, and team leadership. He serves on the board of Allergy Amulet and on the Dean’s Advisory Board of the Wisconsin School of Business at UW-Madison.  He enjoys spending time with his family, up north in northern Wisconsin, playing golf, and cheering on Wisconsin sport teams.

Seth Brand

Senior Manager, Consulting

About the Author

Seth is a Senior Manager on the Consulting team at Ovative.

Amanda McCann

Senior Manager, Consulting

About the Author

Amanda is a Senior Manager on the Consulting team at Ovative, specializing in Retail Media Networks.

Jenny Reinke

Senior Analyst, Measurement Solutions

About the Author

Jenny is a Senior Analyst on the Measurement Solutions team at Ovative.

Annie Zipfel

Executive Vice President, Media

About the Author

Annie is the Executive Vice President of Media at Ovative. She oversees delivery and growth across paid and owned media (digital, traditional, and retail media) and creative services.

Annie has more than 30 years of experience in media, brand management, insights/analytics, marketing, and product. She has also developed large, high-performing teams and built new measurement capabilities. Annie led the marketing team at Andersen Windows & Doors, leading the digital, social, content, customer insights, and creative functions. Prior to that, Annie served in multiple marketing leadership roles at Starbucks, REI, Target, and General Mills, with a keen focus on brand, media, insights, analytics, and measurement.

Annie is an industry leader in brand management, customer insights, e-commerce, social media, and analytics. She enjoys hiking, traveling, cooking, fishing, and spending time with her sweet dog and two sons.

Bonnie Gross

Executive Vice President, Talent Services

About the Author

Bonnie is the Executive Vice President of Talent Services at Ovative. She is responsible for attracting and retaining top talent and creating a culture in which our team thrives personally and professionally. Under Bonnie’s leadership, Ovative has defined an industry leading leadership and development program and transformed our approach to talent recruitment with a focus on diversity, equality and inclusion. Prior to her current role, Bonnie led Ovative’s Client and Business Development team overseeing client satisfaction and new growth opportunities.

Before joining Ovative in 2014, Bonnie spent 13 years at Target Corporate as the VP of digital and Digital Marketing where she led the launch of Cartwheel, an industry-leading social shopping application. Bonnie was the VP of Marketing for Fingerhut for 15 years prior to joining Target.

Leander Cohen

Analyst, Consulting

About the Author

Leander Cohen is an Analyst on the Consulting team at Ovative.

Will Silva

Analyst, Measurement Solutions

About the Author

Will is an Analyst on the Measurement Solutions team at Ovative.

Sarah Chang

Sarah Chang

Analyst, Consulting

About the Author

Sarah Chang is an Analyst on the Consulting team at Ovative.

More EMR


EMR Reveals the Best and Worst Marketing Tactics Ahead of Holiday 2023 

As we head into the 2023 holiday season, budgets are tighter than ever, meaning we can expect consumers to... Read More »


Insights Team

Enterprise Marketing Return

Transforming Health Insurance Marketing Success with Enterprise Marketing Return 

The health insurance industry has a complicated business model, and industry standard metrics fall short of answering important marketing... Read More »

Director, Consulting


Optimize your Media Mix with the 2023 EMR Power Rankings

As budgets are tight, it's important to make every media dollar count. Use Ovative's EMR Power Rankings to find... Read More »

Senior Analyst, Measurement Solutions

accent bar