Ovative Group, a leading performance marketing and measurement firm, unveiled its highly anticipated 2025 EMR Power Rankings, providing marketers with essential data on which paid media channels drive the highest Enterprise Marketing Return (EMR). As brands navigate an increasingly omni-focused landscape, these rankings deliver actionable insights to optimize media investments and maximize business impact.
With the lines between ecommerce and in-store sales continuing to blur, Ovative’s proprietary EMR framework—powered by its EMRge™ technology—offers a holistic approach to measuring media’s full-funnel impact. Unlike traditional ROAS metrics, EMR accounts for online and offline revenue, future customer value, incrementality, and profitability, empowering marketers to make smarter, more sustainable media investment decisions.
“The 2025 EMR Power Rankings go beyond digital performance metrics to reveal the true impact of media on a brand’s bottom line,” said Alexander Matoushek, author of the EMR Power Rankings report. “This data is a game-changer for brands looking to maximize omni-channel profitability.”
Key Insights from the 2025 EMR Power Rankings:
- TikTok: Despite regulatory uncertainty, TikTok surged in effectiveness, especially in driving in-store sales.
- Retail Media: Climbed from #15 to #8 in under nine months, proving its increasing value in the media mix.
- Connected TV (CTV): Dropped from #6 to #16 as audience fragmentation and saturation challenge its effectiveness.
- Upper Funnel Channels: TikTok, Meta, and audio saw increased impact on in-store sales, underscoring the importance of investing in top-of-funnel brand-building efforts.
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