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Marketers struggling for traction with media strategies

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08.09.2021

Despite spending significant time and money in upgrading their media strategies, some of the world's biggest advertisers appear to be struggling to meet their aspirations on this front, new research from the World Federation of Advertisers (WFA) and Ebiquity has revealed. The biggest gaps among the 52 advertisers polled were in the segments of ecommerce and shoppable media, with none of the respondents satisfied with their performance in these categories.

Some of this dissatisfaction may reflect the fact that only 28% of media and marketing teams own the budgets for shoppable media formats. Another area of concern was in media measurement, attribution, and market-mix modelling. A full 94% of respondents said they believe this area will be very important or important over the coming years. This gap shows that the age-old question of 'what works' has not been........

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