Our newsletterVendor reportCassandra, 2025
Media & entertainment advertisers got the highest Search Brand ROI of six industries, at a 10.58x median
Channel validation
| Campaign Type | Fashion & Luxury | Retail & Ecom | Beauty & Personal Care | Travel & Hospitality | Media & Entertainment | Healthcare |
|---|---|---|---|---|---|---|
| Search Brand | 5.19 | 3.19 | 3.71 | 4 | 10.58 | 9.32 |
| Search Non-Brand | 8.07 | — | 1.7 | 3.85 | — | — |
| Performance Max | 4.14 | 4 | 2.37 | 2.79 | — | — |
| Shopping | — | 1.72 | — | — | — | — |
Return on Ad Spend by Campaign Type Across Six Industry Verticals
Return on Ad Spend by Campaign Type Across Six Industry Verticals- Reader Note:
- ROI here is incremental revenue per $1 of ad spend, estimated by Cassandra’s marketing mix models (Cassandra sells MMM software). Healthcare came second at 9.32x, and Retail & Ecommerce was lowest at 3.19x. The report explains the gap by high customer value and strong search intent in media and healthcare.
- Evidence:
- Modelled / projected
- Vendor interest:
- High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Sample:
- 253 revenue-outcome marketing mix models from 59 unique advertisers, covering $383M in media spend; data spans 2023-2025. Each record is one channel from one model run.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
Planning with a rough expectation, and sanity-checking your own assumptions.
Not for
- Reporting as what happened. This is what a model expects, not what anyone counted.
- This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Nobody counted this directly — it's a calculation. The publisher worked it out itself, or took the ad platform's word for what its ads achieved.
- This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
- The source never says how this number was measured.
- The source says how much it looked at, but not how any of it was chosen.
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