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Ad Measurement Doesn't Measure Up Say America's CMOs

Trend Summary: New Nielsen study finds that many CMOs believe digital measurement fails to measure up.


In an in-depth survey of chief marketing officers, Nielsen reports that 82% of the survey sample say they expect to increase ... 

... their spending on digital media in the coming year.

However,only 30% of those interviewed say they plan to increase the expenditure they parcel out to ad buys in traditional media. On average these CMOs  expect their digital adspend to increase by 49% in the coming twelve months.

Moreover, nearly half of the survey respondents expect a decrease in spending, with the average prediction being in the region of 5%.

However, they also admit they maybe flying blind.

In terms of measurement, only one in four marketers reported high levels of confidence in the ability to measure the [ROI] of their media spend, regardless of type or the trade spend.

Nielsen also notes however, that 79% of repondents expect to increase their investment in marketing analytics and attribution during the next twelve months.

Read the original unabridged Mediapost.com article.

[Estimated timeframe:Q1 2018]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

... their spending on digital media in the coming year.

However,only 30% of those interviewed say they plan to increase the expenditure they parcel out to ad buys in traditional media. On average these CMOs  expect their digital adspend to increase by 49% in the coming twelve months.

Moreover, nearly half of the survey respondents expect a decrease in spending, with the average prediction being in the region of 5%.

However, they also admit they maybe flying blind.

In terms of measurement, only one in four marketers reported high levels of confidence in the ability to measure the [ROI] of their media spend, regardless of type or the trade spend.

Nielsen also notes however, that 79% of repondents expect to increase their investment in marketing analytics and attribution during the next twelve months.

Read the original unabridged Mediapost.com article.

[Estimated timeframe:Q1 2018]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Mediapost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7427