Misquoted Confidence: high
Primary source found, but the way it is quoted changes the subject, metric, population or precision.
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.
What the source says
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)
TapInfluence / Nielsen Catalina Solutions — Sales Effect Study: Influencer Marketing (2015 case study)
- Commonly cited as
- "Influencer marketing delivers 11x ROI over all other forms of digital media"
- True origin
- TapInfluence / Nielsen Catalina Solutions — Sales Effect Study: Influencer Marketing (2015 case study)
- Type
- Stat check: A widely repeated statistic traced back to its origin.
- Year
- 2015
- Data as of
- 2015 single-brand case study
- Last checked
- Method & sample
- 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 between quote and source
- 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.