Post by samsparrow74 on Feb 15, 2024 5:27:46 GMT -5
Kantar, the world's leading data, insights and consulting company, has presented Getting Media Right: Marketing in Motion , a new edition of the study that annually analyzes the marketing sector. The report shows how 46% of marketers around the world say they are not getting the right balance and synergies between digital and offline media , while three quarters (76%) still struggle with measurement through different media. In 2020, advertising investment in digital media is expected to increase as marketing professionals seek to optimize their media mix . For example, 84% of them plan to increase their ad spend on online video in the next 12 months, while 70% plan to increase ad spend on social media and 63% plan to do so on podcasts.
This is in stark contrast to print media, where 70% of marketers say they will reduce their spend on magazines and 66% will reduce their spend on newspapers. marketing-investment-channels Despite Taiwan Phone Number List the projected growth of online advertising, digital media measurement continues to represent a challenge for marketers. For example, the so-called "walled gardens" represent a blind spot that makes it difficult to understand the overall performance of brands across all channels, leaving many advertisers without knowing part of their brands' performance across channels. Now in its sixth year, Getting Media Right studies the state of the marketing industry in today's connected and constantly changing world.
The study is based on in-depth interviews with almost 500 marketing professionals (advertisers, media editors and agencies globally). The report shows an industry that continues to diversify its use of different media and its context, but still needs to better understand how ideas, content and channels work together to drive short-term sales and growth. brand in the long term. Some key points of the study are: – The dilemma between the short term vs. The long term reaches its maximum point . Today, almost all marketing professionals (including 88% of advertisers) recognize the importance of combining short-term sales with long-term brand growth strategy. Still, only 54% of industry professionals use short- and long-term measurements, and 38% still rely solely on short-term sales results.
This is in stark contrast to print media, where 70% of marketers say they will reduce their spend on magazines and 66% will reduce their spend on newspapers. marketing-investment-channels Despite Taiwan Phone Number List the projected growth of online advertising, digital media measurement continues to represent a challenge for marketers. For example, the so-called "walled gardens" represent a blind spot that makes it difficult to understand the overall performance of brands across all channels, leaving many advertisers without knowing part of their brands' performance across channels. Now in its sixth year, Getting Media Right studies the state of the marketing industry in today's connected and constantly changing world.
The study is based on in-depth interviews with almost 500 marketing professionals (advertisers, media editors and agencies globally). The report shows an industry that continues to diversify its use of different media and its context, but still needs to better understand how ideas, content and channels work together to drive short-term sales and growth. brand in the long term. Some key points of the study are: – The dilemma between the short term vs. The long term reaches its maximum point . Today, almost all marketing professionals (including 88% of advertisers) recognize the importance of combining short-term sales with long-term brand growth strategy. Still, only 54% of industry professionals use short- and long-term measurements, and 38% still rely solely on short-term sales results.