Enhanced Digital Measurement Finally Lets Brand Advertisers Become Performance Marketers
Ad spend on digital will outpace TV spend by 14%, and by 2020 that gap will widen to 45%. The reason that brands have finally embraced digital advertising is that better tools, strategies and standards for campaign measurement now allow them to understand their campaign’s impact much more effectively.
Thanks to advances in measurement and analytics, brand advertising in digital can and should look more like performance marketing than ever before.
Concerns around issues like viewability, audibility, fraud and transparency still exist in the digital world, but advances in measurement and verification are beginning to ease brand advertisers’ minds.