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BizReport : Advertising archives : July 08, 2015

Marketers want better measurement of ROI before they allocate more dollars to digital

If there's one thing holding back online ad spending it's measurement. According to a new study from Millward Brown Digital, marketers would up their spending on digital programs if they could better measure return on investment.

by Helen Leggatt

In their poll of 400 senior marketing executives from media companies and agencies and brand marketers, Millward Brown Digital found that a significant number (70%) would allocate more dollars to the likes of social, mobile and other digital platforms if better methods of measurement were available.

Almost 8 in 10 marketers (79%) said that better measurement would prompt them to spend more on mobile and 78% would spend more on digital if ROI tracking were improved. For social, 74% of marketers would invest more, up from 50% last year.

Crucial to tracking return on investment is the effective use of data yet, according to Millward Brown Digital's study, just 14% of marketers feel confident with their company's use of big data, a big decline from 39% in 2014.

"Marketers are looking for the shortest path to ROI possible. They want to attribute a media purchase, whether it's on a TV network or a digital property, to a sale," said Stephen DiMarco, Millward Brown Digital's president. "Variables from quality of creative to the choice of the media property whether it was online or traditional to the retail experience to promotions and coupons to even inventory available - it's all going to impact ROI."

Image via Shutterstock

Tags: advertising, mobile, ROI, social

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