Program Details

Online Advertising Performance Outlook 2014

Optimizing the Value of Online Advertising Spend and Digital Media Channel Performance in Furthering Customer Acquisition

Sponsors and Partners:

Sponsors and Partners:

Overview

Investments in online brand advertising continue to rise in an effort to more effectively target and engage consumers, and brand advertisers, publishers and agencies are challenged to maximize the impact of these efforts and unlock the full potential of digital advertising. Last year, the Chief Marketing Officer (CMO) Council conducted a survey about the shifts and trends that are taking place in the digital ecosystem, and the findings—aggregated by Vizu, A Nielsen company—were revealed in a white paper entitled “2013 Online Advertising Effectiveness Outlook.”

To continue this study, the CMO Council conducted a survey to gather insights and best practices from innovators and leaders in digital campaign design, development, execution and performance measurement. The resulting white paper will provide an updated view into the challenges that agencies, media buyers and advertisers face in creating, developing and executing digital campaigns.

Research: Survey & Reports

Whitepaper

2013 Online Advertising Performance Outlook

According to the McKinsey Quarterly, “the rapid growth of online advertising hides a serious challenge: the digital world has developed faster than the tools needed to measure it. This problem has made it difficult for marketers to fully exploit the web’s promise as the most targeted and measurable medium in the history of marketing…Hobbled by nascent technologies, inconsistent metrics and a reliance on outdated media models, marketers are failing to tap the digital world’s full power.” The journal went on to state that “unless More

Program Themes

  • Online Advertising
  • Advertising Effectiveness
  • Advertising Trends