Ovative Group, a leading performance marketing and measurement firm, has released its 2025 EMR Power Rankings, providing critical insights into which paid media channels deliver the highest Enterprise Marketing Return (EMR). As brands navigate an increasingly omnichannel environment, these rankings help marketers make data-driven media investment decisions to drive profitability and long-term growth.

What is EMR and Why It Matters?

Enterprise Marketing Return (EMR) is Ovative’s proprietary full-funnel measurement framework, powered by EMRge™ technology. Unlike traditional Return on Ad Spend (ROAS), which focuses only on direct digital revenue, EMR accounts for:

• Online and offline revenue impact (including in-store sales).

• Future customer value and retention.

• Incrementality and true profitability.

• Holistic media impact across all channels.

This approach allows marketers to make more sustainable and strategic media investment decisions beyond short-term digital conversions.

Insights from the 2025 EMR Power Rankings

1. TikTok’s Impact on In-Store Sales

• Despite regulatory uncertainty, TikTok surged in effectiveness, particularly in driving foot traffic and in-store purchases.

• Brands investing in TikTok ads saw a higher omni-channel revenue lift than in previous years.

2. Retail Media’s Rapid Growth

• Retail Media jumped from #15 to #8 in less than nine months, proving its increasing importance.

• Growth was fueled by wider adoption of commerce-driven ad platforms from major retailers.

3. Connected TV (CTV) Faces Challenges

• CTV dropped from #6 to #16, reflecting challenges such as audience fragmentation and saturation.

• Advertisers are reevaluating CTV investments due to declining effectiveness.

4. Upper Funnel Channels Strengthen Omni-Channel Sales

• TikTok, Meta, and audio advertising showed increased impact on in-store sales.

• Highlights the need for brands to invest in upper-funnel brand-building efforts for sustained business growth.

What This Means for Marketers

The 2025 EMR Power Rankings reinforce the need for omni-channel strategies that account for:

• Beyond ROAS Measurement – Evaluating true business impact instead of short-term digital performance.

• Investing in Upper-Funnel Growth – Prioritizing brand-building channels like TikTok, Meta, and audio.

• Reassessing CTV & Retail Media Strategies – Optimizing spend based on shifting consumer behavior and platform effectiveness.

The 2025 EMR Power Rankings serve as a critical resource for marketers navigating today’s evolving paid media landscape. By leveraging EMR insights, brands can optimize media investments, drive omni-channel success, and improve long-term profitability.