Marketers have recently shifted towards brand-building strategies while still valuing performance marketing amidst shrinking budgets. The emergence of alt-measurement companies such as System1 and iSpot reflects this trend, offering tools to track brand creative impact. With marketing budgets declining from 10.5% of revenue in 2019 to 7.7% in 2024, measurement of media investment has become increasingly vital. Surveys indicate that brand awareness now plays a crucial role in campaign success, necessitating innovations in measurement and justification of expenditures despite financial constraints.
Marketers are increasingly focusing on brand-building strategies while still measuring performance, indicating a balanced approach in response to budget cuts.
Despite budget reductions, marketers are investing in alt-measurement tools to optimize their media and creative expenditures, especially for major events.
A significant portion of marketers prioritize measuring brand awareness and recall as crucial to campaign ROI, showing a shift towards valuing branding.
Experts highlight the necessity of effective measurement solutions to leverage dwindling budgets, urging brands to justify their marketing investments.
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