By John Glenday
An impressive 90% of marketers would be willing to lay down ‘slightly or ‘significantly’ more investment in programmatic advertising if they could be guaranteed better measurement statistics, according to a new study conducted by Infectious Media.
The difficulties inherent to the measurement problem were brought into sharp relief by the fact that 66% of respondents reported that the issue was either ‘extremely’ or ‘very’ challenging with most advertisers still reliant on clicks to verify the success of their campaigns.
This has fueled demands for a root and branch reform of measurement with 53% all advertisers quizzed now actively seeking alternative solutions.
Martin Kelly, Infectious Media chief executive and co-founder, commented: “It’s clear from our study that advertisers are waking up to the fact that the measurement model most have relied on for their programmatic campaigns is broken and digital ad spend is being held back as a result.
“Advertisers are looking to agencies to show greater leadership on how the system can be improved. Unfortunately, most have been content with the easy option of spending advertisers’ money on cheap inventory that meets a given target on clicks, regardless of the risk of fraud or the limited ROI this delivers.”
The issue of data accountability has been brought to the fore in recent months with the ISBAand IPA both seeking to galvanise advertisers into action. One potential solution is the adoption of cross-media measurement with 90% of publishers, brands and agencies in favour.