Maximising SUV Revenue:

Results from Australian Market Mix Modelling

To maximise return on spending, medium SUV marketers look to optimise
their media investments. Google and MarketShare conducted Marketing Mix
Modelling in Australia for five medium SUV brands* to reveal how various
marketing channels impact revenue.

Optimise your marketing mix

for premium performance.

In Australia, marketing efforts

drove 2.05% of total medium Marketing-Driven Revenue
SUV revenue. Base Revenue

Digital media contributed 45.3% of marketing-driven revenue,**

despite getting just 32.9% of the budget.

Average OEM Brand Marketing Spend Marketing-Driven Revenue

Google Digital
Non-Google Display Cinema
Cinema TV
TV Print
Print Radio
Radio OOH
OOH

At the current spend digital marketing is more

efficient than traditional channels

Non-Google Display† Google Radio Print OOH TV Cinema

0.5
0.8
1.1 1.1 1.0
1.3
2.0

Marketing Efficiency Index = % Marketing Contribution / % Marketing Spend

At current spend, YouTube TrueView and

Google Display represent the greatest
opportunities for incremental spend.

Revenue per next $1 spent

$3.80
$3.50
$3.00
$2.60
$2.20 $2.10
$1.70
$1.40 $1.30
$1.10
MROAS

YouTube Google Non-Google Print Out of Home Google Radio Cinema YouTube TV
TrueView Display Ads Display Search Ads Mastheads

Medium SUV marketers can

optimise marketing investment
by prioritising digital.

Current budget split Optimised budget split

33% 67% 43% 57%

Digital Non-Digital Digital Non-Digital

Optimising to increase digital spend yields up

to a 3% increase in marketing-driven revenue.‡

* The modeling period spanned January 2013 to December 2014 and included 5 brands with a combined overall market sales capture of 80%.
** Refers to revenue directly attributable to the paid media channels included in the model shown (Google Display Ads, Google Search Ads, YouTube Mastheads, YouTube Video Ads, YouTube TrueView Ads,
Non-Google Display, TV, Print, Radio, and Out of Home)
† Non-Google Display is an estimate of display spend from Nielsen, based on a panel which does not include data from Facebook or Twitter.
‡ Results are directional. Optimisation does not take availability of inventory into account.

Source: Google/MarketShare, “Media Mix Optimisation: Category Results: Compact Crossover Utility Vehicles and SUVs,” January 2016.

thinkwithgoogle.com.au