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. Marketers can leverage the 2025 EMR Power Rankings to determine which channels are right for their brand and partner with Ovative's experts to craft a customized media strategy tailored to their business needs. Full rankings and insights can be accessed here. About Ovative Group: Ovative Group is an independent, full-funnel media, measurement, and creative firm. Leveraging deep industry expertise, we help brands like Domino's, Facebook, The Home Depot, General Mills, Disney, and UnitedHealth Group transform their media and measurement programs. The result? Profitable growth that speaks for itself. At Ovative, we don't just track data—we redefine success. How do we do it? Our proprietary MarTech platform, EMRge™, helps businesses transform marketing into a driver of sustainable growth. Powered by Enterprise Marketing Return (EMR), our differentiated approach to holistic media buying, planning, and measurement, EMRge™ is the first MarTech platform to measure businesses holistically. We raise the bar every day, and it shows. Our work has been recognized by organizations like Digiday, Google, Inc. 5000, USA Today, and Search Engine Land.

Ovative Group Reveals 2025 EMR Power Rankings, Empowering Marketers to Drive Omni Sales Impact

Ovative Group, a leading performance marketing and measurement firm, unveiled its 2025 EMR Power Rankings, providing marketers with data on which paid media channels drive the highest Enterprise Marketing Return (EMR). This report highlights TikTok's effectiveness, Retail Media's rise, and the challenges faced by Connected TV. The rankings also underscore the importance of upper funnel brand-building efforts.