A new dialogue around ad effectiveness measurements

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The Adtech and Martech spaces continue to grow at record speed, with no sign of slowing. And as digital approaches become our new reality when it comes to marketing, it’s important to keep an eye on trends and what’s really motivating changes in approach, as well as what’s actually working. 

Digital ad spend is rising exponentially, with easy access to data playing a crucial role in marketing strategies. Forecasts for 2019 show that global digital ad spend is set to rise by 17.6% to $333.25 billion, accounting for roughly half of the global ad market.  

U.S. online ad spend reached $57.9 billion in the first half of 2019, representing growth of 16.9% year-over-year, according to the latest research. 

As a result, marketers are looking for platforms that can gather consumer insights faster, cost-effectively and at scale. 

Consumers today have access to a vast number of channels and platforms. As such, in order to effectively analyse their behaviour and maximise ad spend, marketers need to be able to access this multitude of insights across channels. 

Although it might be challenging, simultaneously managing multiple platforms, gathering and analysing data is of crucial importance if you want to put in place a competitive personalisation strategy. Personalisation is the new normal for modern marketers as consumers expect and demand to receive targeted ads and communications from their favourite brands. 

As the technology backbone of the most successful insights companies, Cint has risen to the challenge of helping marketers achieve their goals. 

A key tool in understanding ad-effectiveness is real-time measurement for online ads; through this tool it’s possible to define the audience’s profile and understand whether the ad has been effective in terms of ROI. An extra step that marketers can take to better understand their ad effectiveness is to use Cint’s real-time ad tracking solution Connect, which discovers the ‘why’ behind consumer behaviour via follow up surveys. Through these insights, marketers can open a new dialogue around effectiveness measurement, focused on real feedback coming directly from consumers. 

Choosing the right tools and managing them efficiently is one of the main challenges that marketers face. Consumer data should be central in every marketing strategy, and technology will keep evolving towards an increasingly accurate way of measuring results. Marketers can’t risk lagging behind; they need to embrace innovation and focus on what real effectiveness means for their business. 


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