Marketing professionals have mixed confidence in their ability to measure ROI
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Key stat: More than half of advertisers worldwide are extremely or very confident in their ability to measure social media, video, search, and display marketing ROI, according to Nielsen.
Beyond the chart:
- The deprecation of third-party cookies will make measurement more difficult. Better measurement would unlock more ad spend across channels, but marketers and publishers are still scrambling to determine the best identity solutions.
- Podcasts and streaming audio ranked particularly low because these platforms are still using download-based metrics, which are unreliable.
Use this chart:
- Determine the most reliable channels for measuring ROI.
- Evaluate the identity solution challenges facing marketers.
More like this:
- Ad Measurement Trends H2 2023 (Insider Intelligence subscription required)
- Are advertisers overindexing on Meta?
- US marketers favor social media and TV for ad spend
- A digital approach to direct-mail campaigns
More Chart of the Day:
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- 8/11 - In search of ads
- 8/10 - PayPal leads the P2P pack