May 22, 2025
Article by
Sarah-Maude Plante
ROI vs. ROO: What you choose to measure shapes what you create
Recently, Bob was in Vancouver for Sponsorship X, an event that brings together brands, promoters, and partnership experts. It’s a vibrant space where participants talk trends, performance, and most importantly, purpose. But what really stood out to us was the very real tension between the need for immediate performance (return on investment) and the pursuit of lasting impact (return on objectives).
In a world of tight budgets and high pressure, it’s easy to see why brands want to measure everything they can. But when it comes to brand experiences, focusing only on what’s immediately profitable is like staring at the tip of an iceberg and ignoring what makes it truly massive and awe-inspiring.
What we choose to measure has a direct impact on what we choose to create
When measurement is reduced to hard numbers like sales or impressions, we start to limit a brand’s creative potential. Sure, we end up with “efficient” activations—but they often feel generic. Forgettable. Not that remarkable.
The good news? This year’s Sponsorship X put ROO back on the table. We’re talking brand awareness, emotional connection, positioning, and reputation. These aren’t always measured in days or dollars, but they build real long-term value.
Because the true impact of an activation is what people remember
It’s what makes them want to talk about a brand, connect with its values, and choose it even when it’s not the cheapest option. That kind of impact comes from creative intelligence, deep audience understanding, and a desire to inspire—not just broadcast.
Remember, a successful activation isn’t just the sum of its deliverables. It’s the imprint it leaves. The connections it sparks. And while data is essential, intent is what makes the difference.
Not just how many people saw it, but who saw it—and how deeply they were moved.
That’s the kind of intentional, lasting, human approach we believe should guide how we think about, measure, and evolve brand partnerships.
If you’re ready to make your activations more meaningful, here are a few ways to get started:
Our tips for stronger brand partnerships
1. Clarify your ROO from the start
Don’t stop at performance KPIs. Identify the emotions, perceptions, or brand reputation you want to build.
2. Pick 2 to 3 key metrics—no more
A solid mix of ROI (tangible results) and ROO (long-term impact) is often enough to guide decisions and measure success.
3. Align with your partners on what really matters
The best partnerships happen when brands and promoters share a clear vision of what they want people to experience.
4. Think boots on the ground—not just media reach
True value comes from what people live, not just what they see. Brands that leave a mark are the ones you experience, not just the ones you notice.
So, are you ready to rethink your activations and make them truly remarkable?
