提高媒体测量的透明度

Contents 3Executive summary5As pressure to justify spend mounts, transparency isemerging as the credibility unlock6Data access and attribution gaps are acceleratinginvestment in more controllable media environments8Transparency-driven partnerships, such as thosewith Commerce Media Networks, are essential foradvancing media measurement9Measurement complexity and quality concerns erodeconfidence, driving need for universal measurement10Key takeaways Executive summary Research among over 2,300 global marketing and advertising leaders explores therapidly evolving media landscape, spotlighting persistent measurement transparencyand accuracy challenges that undermine confidence, while also uncovering newsolutions to solve for these issues. Measurement transparency refers to the ability to clearlyunderstand how, why andwhere media spend drivesbusiness outcomes, acrossevery channel and at everystage of the funnel. As pressure to justify spend mounts, transparency isemerging as the credibility unlock In addition to difficulties with measurement itself, marketing and advertising leadersreport challenging internal hurdles. Nine in ten face internal pressure to justify mediaspend. Nearly three in four (73%) say uncertainty in media measurement has impactedtheir ability to justify spend to senior leadership. Many believe repairing theseperceptions around uncertainty is the key to unlocking additional spend, as 70% sayimproved measurement transparency would increase media budget investment. Mostare willing to break down industry silos to do so, with nine in ten saying they are opento collaborating with competitors or partners on shared transparency standards. Data access and attribution gaps are acceleratinginvestment in more controllable media environments Lack of reliable cross-channel comparison data is the number one factor limitingrespondents’ ability to optimize media spend allocation and 83% “face persistentchallenges connecting upper-funnel activity to lower-funnel outcomes.” Thisuncertainty has significant implications for strategy and spend, impacting bothmedia budget allocation (73%) and investment in new channels (72%). To reduce thisuncertainty, the strong majority (77%) are increasing investment in measurementtechnology and capabilities. Artificial intelligence (AI), first-party data integration andreal-time optimization with closed-loop systems are among the top areas respondentsexpect will most improve media measurement transparency in the near future, makingthem ripe targets for investment and partnership. Marketing and advertising leaders need partners who canadvance transparency in media measurement When considering what types of partnerships could most drive media effectivenessin the next two years, respondents agree partnerships through Commerce MediaNetworks (CMNs) are the number one choice. The vast majority (94%) are usingCMNs in some form, including 22% who say it is a major part of their strategy, citingtop advantages of improved targeting (47%), return on ad spend (ROAS) (44%) andconnection to both ecommerce and offline sales (42%). Regardless of their usagetoday, 84% agree that CMNs will replace traditional digital advertising within fiveyears, indicating strong momentum as CMNs can help close core transparency gapsaround attribution, cross-channel comparability and closed-loop outcomes. Measurement complexity and quality concerns erodeconfidence, driving need for universal measurement There have never been more media measurement tools and approaches available,yet quality concerns are also at an all-time high. Our respondents report using morethan three attribution models on average to measure marketing effectiveness, yetless than one in five (17%) are very satisfied with their current media attributionapproach. While ROAS remains the most common metric for evaluating mediaperformance success for different campaign objectives, 76% report it is difficult tomeasure accurately. These quality gaps are translating to a lack of confidence. As aresult, advertising and marketing leaders are seeking more streamlined, high-qualitymeasurement, as 89% agree that unified measurement frameworks will be essentialto future success in media performance. As pressure to justify spend mounts,transparency is emerging as thecredibility unlock Beyond perceptual pressure, 73% say uncertainty in mediameasurement has impacted their ability to justify spend tosenior leadership. Improved transparency is a key lever for closingperceptual gaps and unlocking additional investment. Seven inten say improved measurement transparency would increasemedia budget investment, including 79% of those in NorthAmerica. The vast majority (89%) further agree, “Improvedmeasurement transparency would unlock additional marketinginvestment.” 73%say uncertainty in mediameasurement has impacted their abilityto justify spend to senior leadership. Proving ROI on media spend has become a defining challengefor marketing and advert