Study: 21% of marketers pull back ad spend due to poor digital measurement

  • Ninety-five percent of marketing leaders surveyed in a new report from the CMO Council believe digital media must become more reliable. Inaccurate, questionable or false digital media reporting have led 21% of marketers to cut back on their advertising spend, per findings made available to Marketing Dive, and have also increased scrutiny of platforms like Google and Facebook.
  • The report, “Engage at Every Stage: An Investigation of Video Activation,” was conducted with ViralGains and found that 70% of brand leaders said that negative news headlines have impacted their budgets. Marketers also questioned viewability standards, with just 3% agreeing on the Media Rating Council’s definition of 50% of content playing for two consecutivmarketinge seconds with the sound off. Of those who agree with the standards, 30% said their approval is only because there isn’t a better metric to embrace.

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