Despite the projected growth in online advertising in 2020, digital measurement will still remain a challenge for marketers, according to Kantar in its latest annual state of marketing study entitled Getting Media Right: Marketing in Motion.
The report said blind spots such as ‘walled gardens’ will continue to impact the ability to understand cross-channel performance. This leaves many advertisers in the dark about the performance of their brand across channels. CMOs are always frustrated about spending so much on adverts that nobody sees and therefore does not create the necessary impact.
According to the report, 2020 is set to see a significant rise in digital ad spend, as marketers look to optimise their media mix. 84% of marketers plan to increase their investment in online video advertising over the next 12 months, while 70% plan to increase spend on social media networks and 63% plan to increase spend on podcasts. This is in sharp contrast to print media, where 70% of marketers say they will decrease spend in magazines, while 66% will reduce their investment in newspaper advertising.
“While the rapid growth in digital ad spend comes as no surprise, this new research indicates that marketers still have a long way to go to when it comes to cross-channel measurement and proving ROI,” said Jane Ostler, Global Head of Media Effectiveness, Kantar’s Media Domain said in a statement.
“The next 12 months will see huge changes for the industry, with the rise of newer channels, such as podcasts and advanced TV, and the move away from cookies set to transform the way advertisers target and measure campaigns. Marketers should aim for the best of both worlds: they need to create a framework to monitor impact on business and brand metrics. That means harmonising measurement tools, building an infrastructure that enables measurement across the diverse marketing mix, and creating meaningful insights to improve performance across all channels.”
Now in its sixth year, Getting Media Right examines the current state of marketing in a fast-moving connected world, and is based on in-depth survey feedback from nearly 500 senior marketers spanning advertiser brands, media publishers and agencies globally.
It reveals an industry that continues to diversify its usage of different media contexts, yet requires better understanding of how ideas, content and media channels work together to achieve their goals of driving short-term sales and long-term brand growth.
Daniel Obi
