The emergence of digital media promised a new age of advertising measurement and effectiveness for marketers. With today’s consumers spending many hours of their time each day engaging on connected devices, in theory there has never been an easier time to reach the right consumers at the right time. But at a time when brands are questioning the trust placed in digital media, how confident are marketers in reaching their audience and ensuring their advertising is effective – particularly in a multichannel world? And how do differences in geography, budget, and media mix impact effectiveness?
Based on a survey of more than 2,700 marketers around the world, Research Now and Econsultancy partnered to understand the trends, challenges, and resources deployed on advertising and its measurement. This webinar covered the findings from the research and provided recommendations for marketers looking to make their media spend more effective.
Areas covered included:
- The importance of measuring campaign effectiveness – and how well marketers are rating their own performance
- Optimizing budgets and the media mix across digital and ‘traditional’ channels
- Understanding the objectives for advertising campaigns
- The tactics employed by marketers who outperform their peers at planning and delivering successful advertising campaigns