WFA/Ebiquity Report: Online Advertising Effectiveness
Two thirds of big brands committed to increase online ad spend despite growing concerns around viewability, fraud and basic metrics.
Half of advertisers plan to increase ad spend by up to 20%, while a third plan to maintain existing or reduce online ad spend.
The majority of the world’s largest advertisers are committed to increased investment in online advertising in 2017-18, some by as much as 40%. This comes despite increasing questions about its effectiveness and transparency, according to a study conducted by the World Federation of Advertisers and Ebiquity into the intentions and concerns of the world’s largest advertisers.
The results are based on responses from more than 50 global advertisers, representing an annual advertising spend of more than $80bn, and are being released as part of the WFA’s Global Marketer Week.
Exclusive to WFA members and Ebiquity clients, the report covers:
The rationale for increased investment
Tracking & measurement of digital delivery & performance
Satisfaction with digital measurement & reporting
Experience & perceptions of effectiveness
Concerns regarding investment
Attitudes towards digital advertising
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