{
  "schema_version": "1.1",
  "id": "influencer-marketing-11x-roi-vs-banner-ads",
  "slug": "influencer-marketing-11x-roi-vs-banner-ads",
  "url": "https://groundedkit.com/claims/influencer-marketing-11x-roi-vs-banner-ads/",
  "api_url": "https://groundedkit.com/api/claims/influencer-marketing-11x-roi-vs-banner-ads.json",
  "claim": "Influencer marketing delivers 11 times the ROI of banner ads (or of all digital media)",
  "commonly_cited_as": "\"Influencer marketing delivers 11x ROI over all other forms of digital media\"",
  "verdict": "misquoted",
  "verdict_definition": "Primary source found, but the way it is quoted changes the subject, metric, population or precision.",
  "confidence": "high",
  "rating": {
    "value": 2,
    "best": 5,
    "worst": 1
  },
  "origin": {
    "publisher": "TapInfluence / Nielsen Catalina Solutions",
    "title": "Sales Effect Study: Influencer Marketing (2015 case study)",
    "year": "2015"
  },
  "quote": "Display Ads: Milk Category - $16 per 1000 impressions Influencer Marketing: Silk - $285 per 1000 views Influencer marketing cost per 1000 views is higher than Display Ads cost per 1000 impressions ... ROI Vs Average Display Ad 11x vs display after ROI vs. Average Display Ad 12 months (blog posts only)",
  "method": "One Silk (WhiteWave) campaign run by TapInfluence; Nielsen Catalina measured incremental sales of exposed vs control households, compared with milk-category display ad norms.",
  "drift": [
    "Generalization: one brand, one campaign, blog posts only",
    "Compared to average display ads after 12 months, not 'all digital media'",
    "Commissioned by an influencer platform"
  ],
  "interest": "TapInfluence sold influencer marketing services.",
  "safe_rephrasing": "A 2015 TapInfluence case study for one brand (Silk) found blog influencer content returned 11x the ROI of average display ads after 12 months; it is not a general benchmark.",
  "sources": [
    {
      "title": "TapInfluence — Nielsen Catalina sales effect case study (PDF)",
      "url": "https://cdn2.hubspot.net/hubfs/1882019/TapInfluence/Resources/1009%20-%20Nielsen_Study_Case_Study.pdf",
      "primary": true
    }
  ],
  "kind": "stat_check",
  "as_of": "2015 single-brand case study",
  "last_checked": "2026-10-16",
  "stale": false,
  "date_reviewed": "2026-10-16",
  "license": "CC BY 4.0",
  "license_url": "https://creativecommons.org/licenses/by/4.0/"
}