When marketers focus on short-term revenue-harvesting, it causes them to take their eye off the ball when it comes to driving longer-term business success.
More Measurement articles
Great advertising builds great brands, but not all great brands build great advertising. That’s why advertisers need both attention and brand lift to understand the effectiveness of their ads.
Jack Benjamin and Omar Oakes discuss the major media and advertising stories of the week, including YouTube rejoining Barb.
By creating a more collaborative relationship, CMOs and CFOs can dispel misconceptions around marketing and establish clear, shared objectives.
Laurence Green, the IPA’s effectiveness director, speaks to Omar Oakes about the rise of media agencies submitting entries for the IPA Effectiveness Awards, whose shortlist will be published this week.
The organisation has increased its reporting sample of UK households from 5,150 to 7,000 to now include approximately 16,000 people.
New research has found that for every £3 spent in store due to an OOH exposure, £2 is spent online.
Rob Edwards, Arla Foods’ head of media and digital, tells The Media Leader why the advent of retail media provides a “lifeline” to full-funnel advertising measurement for media buyers.
The GARM and ANZ framework is a major step forward in our quest for better measurement and all parts of our industry will have an important part to play as it develops.
| Maria Iu
Marketers will be able to measure their YouTube campaigns against other channels.