Digital Brand Advertising Suffers From Poor Measurement Says CMO Council study

Electronic stok data board.
SHARE
THIS



Advertisers want to allocate more money to digital brand advertising but they remain skeptical about the quality of metrics they are receiving, says digital intelligence business Which-50.

Despite this nearly 70 per cent of those surveyed in a recent CMO Council study say they increased their brand advertising spend last year, an increase of 15 per cent on 2013 according to a new study by the CMO Council.

To overcome the expectations gap between buyers and sellers, marketers say they want better collaboration with everyone involved in the campaign, real time optimisiation around the right metrics and for media owners to guarentee a minimum level of reach against the intended audience.

cmo-2

According to the CMO Council Whitepaper called The State of Digital Brand Advertising, 2014 Benchmarks Report “a lack of brand relevant screen agnostic metrics continue to stunt growth.”

Marketers were clear in describing their requirements. They want;

  1. The ability to verify their brand advertising created the desired result. Marketers identified brand lift and sales lift as the most appropriate metrics
  2. The ability to verify their brand advertising was actually delivered to the intended audience. Marketers identified “unique visitors” and GRPs” as the most appropriate metrics
  3. The ability to use the same metrics to evaluate brand advertising online as used offline

Importantly the trend towards display is hardening. According to the report, while digital advertising traditionally has been dominated by direct response, brand advertising is now the faster growing category. In 2014 brand advertisers ran a third more brand campaigns than direct response campaigns according to report.

The study also predicts big increases in spending on social media and video with 81 per cent of marketers saying they will use more social media in their campaigns in 2015 and 65 per cent saying the same for video.

cmo-1

The study concludes that there is still signficiant room for improvements for meeting the needs of marketing in online brand campaigns.

This article has been republished in full with permission.

Latest News

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban
  • Advertising
  • Campaigns

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban

Australia’s leading health and wellbeing brand IsoWhey has launched its latest national campaign, ‘#YouGotThis’. Created by Urban, the campaign highlights the real-life struggles Australians face on their weight management journey. A journey made easier through perseverance, and a little help from IsoWhey. The #YouGotThis campaign is IsoWhey’s biggest marketing investment to date, with executions running […]

Taking A stand? Just Do It…Maybe
  • Marketing
  • Opinion

Taking A stand? Just Do It…Maybe

In this guest post, creative and strategy director at WE Buchan, David Coupland (pictured below), takes a look at the fallout from Nike’s Colin Kaepernick campaign and says what it also does is show the importance brands now play in our lives… Nike’s decision to feature Colin Kaepernick as the face of their 30th anniversary “Just Do It” campaign […]

Opinion

by B&T Magazine

B&T Magazine
How To Optimise Branded Keywords
  • Marketing
  • Opinion

How To Optimise Branded Keywords

In this guest post, CEO of Delacon, Michael Center (pictured below) talks the value of branded keywords for marketers and offer his tips on getting the best from yours… Branded keywords are an essential part of the digital marketing strategy for many large businesses. Trading on the recognition and equity of a brand’s name, some of the country’s […]

Opinion

by B&T Magazine

B&T Magazine
OLYMPUS DIGITAL CAMERA
  • Marketing
  • Opinion

Expertise First, Influence Second: When Influence Is A By-Product Of Expertise

In this guest post, Taryn Williams, CEO and founder of influencer and creative talent marketplace theright.fit, explains why influence should be a by-product of success, not the foundation for it… Like any form of advertising and promotion, influencer marketing is not without its controversies. Earlier this year Australia’s Federal Minister for Health, Greg Hunt, ordered […]

Opinion

by B&T Magazine

B&T Magazine
Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience
  • Campaigns
  • Marketing
  • Technology

Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience

Ford Australia has unveiled a new innovation that showcases the iconic Ford Mustang through a collaboration Facebook and Instagram. The interactive campaign invites Facebook and Instagram communities to take part in a live poll to identify Australia’s ultimate Mustang design. Targeting performance car fans, along with design lovers and image-conscious consumers, Ford and its partner […]