Unlocking Media Synergies: The Hidden 20% of Marketing Value
Marketers spend millions each year on paid media, but most are leaving money on the table. Why? Theyâre ignoring media synergiesâthe multiplier effect that happens when two channels run together.
Take connected TV (CTV) and display advertising. Alone, each channel drives results. But together, the combined impact is far greater than the sum of its parts. Instead of 1 + 1 = 2, media synergies can turn it into 1 + 1 = 7.
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And yet, most measurement models donât account for it.
Why Standard MMM Falls Short
Traditional Marketing Mix Modeling (MMM) is valuable, but it typically relies on coefficients to assess performance. The challenge is that coefficients alone canât reveal how channels amplify one another.
To capture synergies, you need to run simulationsâan intensive process that most MMM platforms simply donât do. As a result, marketers underestimate the real value of their campaigns and make misinformed budget decisions.
The High Cost of Ignoring Synergies
Overlooking synergies isnât just a minor errorâitâs a budget-changing blind spot. On average, synergies account for about 20% of total paid media performance.
Thatâs not a rounding error. Thatâs the difference between:
- Cutting spend on a channel thatâs quietly boosting another, or
- Accurately identifying the true drivers of ROI.
Without synergy insights, marketers risk undervaluing critical channels like CTV, search, or socialâleaving significant growth potential untapped.
Provalytics: Predictive AI That Captures Synergies
At Provalytics, we take measurement beyond coefficients. Our predictive AI modeling platform incorporates media synergies directly into your unified measurement framework.
That means you can:
- Reveal the hidden incremental lift from cross-channel interactions
- Quantify the true value of campaigns in real time
- Create a single source of truth for both marketing and finance
- Confidently prove ROI and secure larger budgets
This isnât just about reporting the pastâitâs about understanding the full picture of how your marketing really works.
Why It Matters for Finance and Growth
When you can show that CTV isnât just pulling its own weight but amplifying the performance of display or search, you walk into finance with proof.
Instead of defending budget allocations, you can demonstrate why a channel deserves more investment. And when you can prove it, you can fund it.
The Future of Measurement Is Synergistic
Media synergies are not optionalâtheyâre essential. They represent the unseen 20% of value that marketers canât afford to ignore.
With Provalytics, you can finally measure synergies at scale, uncover hidden growth opportunities, and align every dollar with provable impact.
Ready to unlock the hidden 20% of your media value?
Book a demo and see how Provalytics puts media synergies to work for you.
