Rationale & Expected Outcomes...

• Global advertising expenditure is at an all-time high, valued at more than £500 billion. While practically all marketers agree that measuring advertising effectiveness is key to ensuring value for the huge flow of funds into the industry however, actually doing so remains a very difficult task. With increasing competition entering the industry developing new metrics for this measurement has become essential.
• In a fast-paced world of constant change and market disruption, strong marketing has become more important than ever before, with companies needing to make increasing efforts to distinguish themselves from the growing number of competitors in their segment. As a result, investment in advertising presently sits at an all-time high. With global expenditure on advertising exceeding £500 billion in 2015, having since grown by an estimated 5.2% in 2016, it has become increasingly important to craft good marketing strategies, including an important and well organised plan for executing them further down the line.
• Marketers therefore find their hands full with executing marketing strategies, aimed at awareness, branding, sales, or a combination of the three. At the same time, with growing stakes, it has become increasingly important for marketing experts to validate that record spending by demonstrating a concrete return on investment. The marketing industry as a whole is picking up on this – according to new research drawn from a survey of over 2,700 marketers in nine countries. The study, conducted by Research Now together with E-consultancy, shows that almost all brand and agency marketers now understand the importance of analytics and campaign-level measurement to prove the effectiveness of their advertising services.