Author: Casey Pridemore

Mastering Advertising Spend Forecasting is the Key to Maximizing ROI

Posted on by Casey Pridemore

Every apt advertiser knows that strategic advertising spend forecasting is the most effective way to maximize that coveted return on investment (ROI). Knowing where funds will be allocated will help focus an ad campaign and ensure the campaign reaches its target audience. From there, it will garner results that matter. But how can a marketing team meaningfully master its advertising spend forecasting? Instead of taking a shot in the dark, try these forecasting tactics. When used correctly, these help make the most out of the advertising spend.

Things to Consider Before Forecasting

Before any brand invests heavily in advertising spend forecasting, it should take a look at a few crucial considerations.

The first touchpoint should be analyzing risk tolerance. According to the American Society of Association Executives, risk tolerance and risk management don’t just indicate what a brand is willing to lose when starting a campaign; they also reflect how much it’s willing to spend. Risk tolerance creates a margin for error that will enable a bit of cushion for the unexpected twists and turns these endeavors can take.

Risk takes many forms, typically strategic, reputational, financial, and operational. Brands looking to maximize ROI need to consider the most substantial losses or impacts they might face in all channels. From there, they’ll gain an idea of how they can recover without significant upheavals. This can shape that brand’s advertising budget in its earliest stages. It might even help with road mapping and mitigation going forward.

Beyond risk tolerance, marketing teams should keep the big picture in mind. What are they advertising for, to, and about? Looking at the target audience and their demographics, defining customer personas, and analyzing the competition are all critical steps to take before laying out a budget. After all, data from Statista shows that the US advertising market is growing ever more personalized with targeted digital campaigns on social media. Maintain focus on consumer profiles and ad placement.

Running The Numbers on Advertising Spend Forecasting

Brands looking for a single formula to plug their projections into and land on a specific number will be disappointed. If there were a one-size-fits-all marketing strategy that worked every single time for every brand, there’d be no need for the meticulous road mapping and planning that goes into each stage of the process.

However, careful math will help uncover a rough figure. The experts at Amplitude suggest using quantitative forecasting methods, such as a run-through of previous statistics to perform a regression analysis, alongside qualitative ones, like market research and subject matter expertise. Centering on a hybrid approach like this might improve the overall effectiveness of the final forecast.

For example, a company analyzes its marketing data from previous campaigns. That research shows it earned $5000 in sales for every $1000 spent on marketing. If they allocate $10,000 per month to their marketing budget, their advertising spend forecasting formula for the following quarter can reflect that in order to earn $100,000, they’ll need to spend $20,000.

However, past performance is far from a perfect tool for those looking to master advertising spend forecasting. While useful, it shouldn’t be the end-all-be-all of a brand’s ad spend forecasting game plan. Market conditions, consumer behavior, competitive landscapes, and even macroeconomic factors shift often. Treat forecasts as ‘living’ documents, subject to refinement over time. Regularly updating forecasting models with real-time data ensures that predictions stay relevant and actionable. Those updates allow marketing teams the space needed to course-correct as necessary.

Technology Can Play a Part

To enhance precision and efficiency, many businesses are experimenting with tagging in AI-driven platforms and machine learning algorithms to assist with advertising spend forecasting. These tools can analyze massive datasets, identify hidden patterns, and deliver predictive insights that would be tedious to spot manually. That said, AI-driven tools are prone to error and bias, as research out of Chapman University uncovered. Utilize these tools with strict quality assurance and supervision from a set of human eyes, if not multiple.

When using AI in advertising spend forecasting, machine learning models can account for variables such as seasonal shifts, consumer sentiment changes, platform-specific ad performance, and even geopolitical events that might influence market dynamics. Incorporating these technologies into the forecasting process empowers teams to build smarter, more resilient ad strategies that can adapt to rapid market changes. After all, global spend on AI platforms hit $154 billion in 2023, Number Analytics reported. A not-insignificant portion of that grand total was in the advertising and marketing sector.

It’s not just about utilizing fancy technology for the heck of it, though. It’s about choosing the right tools that align with the brand’s specific goals. Whether it’s predictive analytics software, customer data platforms (CDPs), or marketing automation suites, investing in the right solutions can provide a substantial advantage when it comes to managing and optimizing advertising budgets.  Deciding if this investment is worth it can be factored in during the risk tolerance phase.

Scenario Planning

Even with detailed models and high-powered technology, the future remains inherently unpredictable. That’s where scenario planning becomes crucial in the grand scheme of advertising spend forecasting. Scenario planning involves outlining multiple potential future environments on both ends of the potential outcome spectrum. From those outlines, budgetary needs and strategies begin to take form.

Mapping out an array of possibilities empowers brands to bake flexibility directly into their marketing plans. This approach ensures that if one advertising channel underperforms or if an unexpected event disrupts the market, the company is prepared to pivot without jeopardizing broader campaign objectives.

Scenario planning also encourages teams to think creatively and strategically. It helps with spotting opportunities for innovation or efficiency improvements that might not be visible when planning under a single-track forecast.

Mastering Advertising Spend Forecasting Takes Time

Ultimately, advertising spend forecasting is a critical component of any successful marketing strategy. It offers brands a proactive way to allocate resources, plan campaigns, and measure success while building agility into their operations. That said, effective forecasting is much more than the formulaic crunching of numbers. Maximizing ROI on ad spend forecasting calls for an understanding of risk tolerance, consumer behavior, technological tools, and market dynamics.

By combining data-driven insights with strategic foresight, brands can craft next-level advertising strategies that not only weather the uncertainties of the marketplace but actively thrive within them.

Frequently Asked Questions

How do marketing teams calculate advertising spend?

There is a formula for calculating the revenue from an advertising campaign: ROAS (Return on Advertising Spend) = (Revenue from Ad Campaign) / (Cost of Ad Campaign). This formula compares the amount a company spent on an advertising campaign to the expenses associated with the campaign. The result, ROAS, is a ratio that allows teams to assess the campaign’s effectiveness. The higher the ROAS, the more successful the campaign.

What is the advertising spend forecast for 2025?

Even with the economic downturn in the past few years, advertising spending is still expected to increase in 2025. The Global Ad Spend Forecasts from dentsu estimate that worldwide ad spend will increase by 4.9% in 2025. The firm estimates that digital ad spend will experience an even bigger increase, predicting it will go up by 7.9%.

The Right Way to List Advertising Media, and Why it Matters

Posted on by Casey Pridemore

“If you build it, they will come” is a popular saying that originated in the film “Field of Dreams.” Over time, it’s become quite a popular idiom. While the quote certainly applies to building community structures or other brick-and-mortar establishments that meet a need, the same can’t always be said about an advertising campaign. With so many brands vying for high-value spots on coveted platforms, the competition is steep. Inopportune placements can lead to campaigns left unseen and ad spend squandered. Teams brand new to listing media might find themselves lamenting, “I need to figure out how to list my advertising media for a campaign!”

Media lists are a common tool used by veteran advertising professionals. These documents compile outlets where the content within a campaign could be listed for maximum reach and impact. They’re usually vertical-specific, with some outlets offering more efficiency on one platform than another. Compiling a listing resource for advertising media is a time-consuming but vital process that’s well worth the effort.

Why Media Lists Matter

The short answer is that an advertising media list is the blueprint for an effective advertising campaign. It helps brands guide investments toward outlets that best align with the campaign’s strategic goals and target demographics. Without a thoughtful list, brands risk allocating budgets to low-visibility channels that don’t deliver the necessary results. This ultimately diminishes the campaign’s impact and inflates the cost-per-acquisition.

Media lists also facilitate cross-functional alignment. They ensure that media buyers, creative teams, and analytics partners operate from a unified resource. Ensuring that everyone involved in the campaign has the same media list reduces inefficiencies and prevents overlap in placements.

Understanding Campaign Objectives and Audience Profiles

The first step in compiling a media list involves articulating precise campaign objectives. Is the goal driving brand awareness, generating leads, or boosting direct sales?

Developing comprehensive audience profiles that encompass demographics, psychographics, and media-consumption patterns is equally critical. What generations does the brand target? What is the customer base’s financial situation? What kind of media do they consume? Which brands do they already trust?

When forming a media list, brands should map out where their ideal customers spend time. For example, do they browse industry publications, social channels, or connected-TV platforms for news?

This is also the time to think about the media mix for listing the campaign. While most marketing teams focus on digital media these days, some brands can benefit from listing their advertising media in print publications as well. This is especially true for brands in industries that regularly print popular trade publications.

The next step is matching outlets to audience behaviors. This lays the groundwork for an efficient, targeted media list.

Researching and Evaluating Media Outlets

After establishing a framework, it’s time to meticulously harvest data on each prospective outlet.

This is best done by leveraging industry reports. Gartner can be a great first step. Their insights on digital advertising trends help a brand gauge a channel’s technological sophistication and targeting capabilities. Cross-reference these findings with broader market forecasts, such as Deloitte’s Global Channel Opportunity Framework, which provides a matrix for evaluating digital versus brick-and-mortar viability in specific regions.

Next, supplement that information with editorial research. The Content Marketing Institute stresses the importance of understanding each outlet’s content style and audience expectations to ensure brand voice consistency. Browse thought-leadership pieces on sites like Forbes to identify emerging niche publications that resonate with your target demographic. While there, note factors like subject-matter authority and journalistic credibility.

Finally, pilot smaller buys or test placements as HubSpot recommends with its media-planning templates. This allows brands to validate performance hypotheses and refine a media list before scaling to full budgets.

Building and Structuring A Media List

With the research stage done, it’s time to consolidate findings into a centralized database. Ideally, this database will capture key attributes for each outlet. This includes audience reach, pricing models, historical performance, and alignment with campaign objectives. MarketingProfs suggests integrating qualitative notes to enrich quantitative metrics and support informed decision-making.

Corporate teams often organize media lists by vertical or platform category, such as digital display, video, print, and out-of-home. This organization enables rapid scenario modeling and budget reallocation as market conditions evolve.

A brand’s media list influences how it advertises its campaign. Strategically building out that list will ensure that the listing goes smoothly and reaches the target audience.

Platform Prioritization

Not all media outlets contribute equally to campaign success. Adweek’s analysis of high-impact CTV campaigns demonstrates that layering programmatic video with premium streaming services can significantly amplify engagement. This is especially true when that layering is balanced against cost considerations.

Forrester’s research further emphasizes the convergence of media scale and skill, advocating for partnerships that combine wide-reach inventory with sophisticated targeting capabilities to drive efficiency and lift. By creating scoring criteria such as cost-per-thousand impressions (CPM), click-through rates, and conversion lifts, teams can rank outlets objectively and allocate spend to the highest-yield opportunities.

Monitoring Performance

A media list is not static. It needs to evolve in tandem with campaign results and market dynamics. Routine performance reviews will reveal which outlets exceed or underperform expectations. Dig deep into this practice for the best results. It should incorporate metrics from ad servers, analytics platforms, CRM systems, and more.

Feedback loops that adjust bidding strategies and creative rotations in real time ensure that high-performing media placements receive continued investment. Meanwhile, underperformers are deprioritized.

Advertising Campaigns on Brand Platforms

With a media list created, how does a brand actually advertise its campaign beyond listing? There are a few ways to spread the word.

Email marketing blasts capture those who are already interested enough in a brand’s messaging to have provided their email addresses. Adding sharing widgets in emails and on landing pages lets users spread the word about a campaign with just a tap, and an action widget prompts new display windows or tabs to take consumers toward the next step of converting.

Updating social media platforms and the brand’s landing pages will draw the eyes of new guests and organic traffic. Influencers, on the other hand, are considered part of the campaign itself rather than a way to list.

Structure Makes a Difference

Mastering how to list advertising media for a campaign requires a structured, data-centric approach that involves defining objectives, profiling audiences, evaluating platform performance, and continually refining a brand’s given media list based on empirical results.

For corporate marketing teams, this disciplined process safeguards ad budgets, strengthens cross-departmental collaboration, and elevates campaign outcomes. By adopting these best practices, brands can precisely navigate the crowded media ecosystem and drive the high-impact results that today’s competitive landscape demands.

Frequently Asked Questions

What is an example of a media plan in advertising?

When a brand has a media plan, it uses the media channels of its choice to promote a particular campaign. For example, it might use social media platforms or other advertising media to spread awareness.

What are the 5 M’s of advertising?

Mission, Money, Message, Media, and Measurement are commonly called the 5 M’s of advertising. These principles help guide marketing professionals as they create campaigns. The 5 M’s can also be applied to listing advertising media. Brands should focus on listing in publications that align with their mission and message on media platforms their target audience frequents, that are affordable given the money they have to spend on listings, and provide ways to measure the results.

Want To Write With Power and Precision? Master These Rhetorical Strategies

Posted on by Casey Pridemore

In digital marketing, content matters. From blog posts to on-page content, meticulously planned and vetted word choices can help convey meaning and, more importantly, persuade someone to convert. Writing with power and precision comes more easily to some than others. Like any skill, though, it can be practiced and honed. Rhetorical strategies enhance comparisons and embolden the point an ad campaign is trying to drive home.

There are dozens of rhetorical strategies brands can use to craft better content. Here are a few that are best suited to digital content marketing strategies. 

Ethical Appeal (Ethos) 

The first three rhetorical strategies to employ in persuasive content marketing are ethos, pathos, and logos. Invoking credibility through ethos positions a brand as a trustworthy authority. This should sound familiar to anyone who’s done their homework on Google’s E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) formula. In the game of content marketing, especially in B2B sectors, this is an essential move for courting even the most discerning of corporate audiences. 

Ethos operates by aligning a brand’s bespoke message with respected values. To reinforce a brand’s standing, get to work citing industry benchmarks or showcasing leadership endorsements. Studies of advertising rhetoric demonstrate that invoking ethical credibility not only enhances message acceptance but also increases “liking,” a key predictor of ad effectiveness.

In a B2B context, referencing white papers, certifications, or executive insights can substantiate claims and establish a foundation of trust. Beyond fair prices and unbeatable features, trust goes a long way in high-stakes purchasing decisions.

Another way to establish authority through ethos is to demonstrate that a brand has examined an issue fairly by considering a counterargument. E-commerce brands achieve this by drawing comparisons to competitors, testing products, or even explaining to the customer that it’s understandable to be reluctant to switch to another product or service. “Fairly” is a key modifier here. This isn’t the place to completely admonish counterarguments, but to use them to understand the audience. 

Emotional Appeal (Pathos)

Pathos taps the audience’s emotions to foster deeper connections with the message the business wants to convey. In writing, pathos uses ‘loaded’ words that will garner a reaction, clickbait without the clickbait, so to speak. In digital marketing campaigns, evoking aspiration, empathy, or even friendly urgency can prime prospects for conversion. Research confirms that rhetorical schemes heighten ad likability, boosting engagement metrics across channels. 

Whether through storytelling that highlights customer success or by framing challenges in human terms, an emotional narrative thread can transform abstract value propositions into compelling calls to action.

Harnessing pathos can be a tricky line to walk, and that line straddles “appealing to emotions” and “turning the consumer away.” What works in this context is evoking the passion a brand has for its products and services, employing a sense of storytelling within a blog post or email campaign, or using reviews to form personal anecdotes. Conversely, guilt-tripping or making implications about an audience’s personality are more likely to backfire. 

Logical Appeal (Logos)

A logical argument is always a strong argument, and that’s why logos-driven content is so effective. A logos-driven piece of content uses credible facts, statistics, and clear reasoning to make its points. This effectively and precisely persuades analytically minded stakeholders. Incorporating data points such as ROI benchmarks or conversion lift percentages provides tangible evidence of campaign efficacy. In short, cite the sources. 

For example, including figures like “A survey by McKinsey illustrates that only 31% of social sector employees trust their employers to safely develop AI tools in the workplace…” lends weight to a suggestion that better AI development tools should be integrated before relying on AI in the workplace. Logos-driven arguments not only reinforce credibility but also satisfy the due diligence expectations of procurement teams evaluating marketing investments. In this way, they loop themselves back around to ethos and authority.

Logos-driven content is also a boon for SEO. Linking to credible, high-authority sources with facts and statistics establishes a page as trustworthy in Google’s eyes. This kind of content also demonstrates expertise, another thing Google’s algorithm loves.

Repetition through Alliteration, Anaphora, and More

Repetition is, in fact, what makes memorization possible. Repetition, alliteration, and anaphora are rhetorical strategies that help something stick with someone.

Repetition cements key messages in the corporate mind, echoing across touchpoints until they become indelible. Single Grain’s analysis of advertising repetition shows that consistent slogans and visuals dramatically improve brand recall over extended campaigns. Alliteration, or the repetition of sounds in brand names (think PayPal, Coca-Cola, Best Buy), slogans, or even value propositions, can strengthen the power of repetition. Rishabh Dev notes that alliterative branding increases recall and lends a distinctive cadence to copy.

Anaphora is a specific form of repetition in which identical words or phrases open successive sentences, sharpening emphasis and rhythm. For example, Maybelline’s catchphrase, “Maybe she’s born with it, maybe it’s Maybelline,” uses anaphora through the repetition of “maybe.” This principle is sometimes paired with the classic “rule of three.” The rule of three suggests that things in sets of three are memorable and impactful. Costa Coffee employs both ideas to create its “real beans, real milk, real quick” slogan. Not only does it lay out the brand’s principles in short form, but it also has a repetitive, catchy rhythm. 

Metaphors

Though marketing experts have likely heard of metaphors in other contexts, this principle does have a place in the tool belt of a content marketing team’s rhetorical strategy. 

Metaphors forge vivid mental images, transforming complex offerings into relatable concepts. Mailchimp champions metaphors like “Business is a game of chess” to distill strategic ideas into memorable narratives. Storytelling in advertising draws on metaphor to create relatability. Consumers also understand the point of what they’re being sold via metaphor. Metaphors show creative prowess as well, which adds a touch of originality to an otherwise run-of-the-mill bit of advertising. 

Antithesis

Antithesis contrasts opposing ideas in parallel construction to highlight key differentiators. It’s a game of “we have this, they have that.” This is a more straightforward method of comparison, as opposed to what might be employed through ethos’ idea of “seeing the other side of the argument” in order to establish credibility. 

In marketing, antithesis helps to show why one brand is more favorable than another. A SaaS company selling a customer management system platform might show what it has that its competitor doesn’t: a better price point, a more user-friendly interface, standout features, or anything else that will keep it a cut above the rest. 

Rhetorical Questions

People often encounter rhetorical questions, questions asked without the actual expectation of an answer, in their daily lives. In marketing, strategically posed rhetorical questions engage readers directly, prompting them to reflect and answer internally before the content supplies the solution. 

Academic research into advertising effectiveness finds that such questions can boost persuasion by involving the audience in the argument’s construction. In a corporate context, asking, “What if you could cut acquisition costs by 30 percent?” invites prospects to envision outcomes, smoothing the path to a brand’s proposed service. Calls to action, as well, might employ rhetorical questions to entice a consumer to convert. 

Is Irony a Rhetorical Strategy?

Yes, irony is considered a rhetorical strategy. It also has a place in advertising and marketing media. Irony is a figure of speech that sets up then subverts expectations or otherwise highlights a discrepancy between expectations and reality. It uses deliberate, purposeful language, which adds to the overall rhetorical effect.

Irony can drive consumer psychology. Brands can harness this rhetorical strategy to engage consumers and drive attention toward a particular campaign. It has its place in comedic campaigns but might not work in every campaign.

Write With Power and Precision by Writing with Rhetorical Strategies

Writing with power, the power to persuade a reader to convert, is not an easy feat. Lean too hard on logos, and more emotionally-minded consumers will feel alienated. Excessive pathos, however, might come across as clickbait. Repetition can get tiresome, and some metaphors might extend beyond themselves to the point of abstraction. However, when used well, these rhetorical strategies are excellent for creating ad copy, campaigns, and marketing materials that stick with a consumer and establish a business as a trustworthy expert in its industry.

A team looking to take the words that bring their brand to life would do well to practice and perfect these, just as they would any other corporate marketing skill. 

Frequently Asked Questions

How many rhetorical strategies are usually found in advertising?

While this varies, most advertisements make use of up to three rhetorical strategies. Ethos, logos, and pathos are the most common.

How is rhetoric used in marketing?

Rhetoric is used in marketing to appeal to an audience. Through various linguistic means, the audience should be convinced to engage with a brand meaningfully.

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