How to Increase ROAS in a Recession

Following years of enduring a global pandemic, companies around the world are now battening down the hatches for a possible recession. As organizations prepare to navigate the uncertain economic times ahead, experienced marketing leaders are looking for new approaches to stretch dollars using sophisticated, data-driven approaches to maximize return on ad spend (ROAS). Data-driven marketing can offer up a wealth of benefits to marketers looking to make every dollar count by eliminating costly guesswork that can often lead to unnecessary wasted spend. 

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At Samba TV, we call our approach to helping marketers lean into data-driven marketing Samba TV Advantage. Advantage provides brands access to comprehensive TV data to drive incremental reach while reducing ad frequency oversaturation. This makes campaigns much more efficient, helping ad dollars to go further as marketing budgets prepare to face future possible cuts in a recession. Using Samba TV’s data on top of your existing publisher partnerships means no extra work, as you can simply layer in the data to your existing buy.

4 ways data-based strategy can extend a tight budget

1. Leverage preferred inventory. In uncertain times, being able to work in and out of walled gardens to reach customers regardless of the content they're consuming is essential. Samba TV’s data can be made available on most publishers and platforms, so you can easily ask publishers to layer on TV data without changing your content strategy.

2. Targeting efficiency. There’s no room for inefficiencies when budgets are under the magnifying glass. Avoid unnecessary waste within existing or even pared-back budget by utilizing an identity graph that accurately maps digital devices to an individual to better reach your customers without overexposing the same audience to the same ad.

3. In-flight optimization. Even if budgets are not constrained, the set and forget strategy is inexcusable as it blows through spend with suboptimal target acquisition. A nimble data-driven approach allows brands to optimize campaigns in-flight and maximize ROAS with less wasted budget. Samba TV’s scientific approach to advertising achieves an average incremental reach of 83.7% of unexposed audiences.

4. Increase share of voice. When ad budgets tighten, it’s a unique opportunity to actually increase share of voice using data-based approaches. By optimizing your campaigns based on real-time data, you can more nimbly keep an active presence while others pull back activity. 

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As we head into another period of uncertain and shifting consumer behaviors, it’s more important than ever to optimize your ROAS with data-based strategies. As many companies will wrongly pull back their advertising and marketing campaigns to weather the downturn, this becomes an opportunity to gobble up share of voice and customers left on the table with cost-effective, data-driven strategies.

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