Brands and Agencies Disconnect on Campaign Objectives, Metrics

Nearly all (97%) brand advertisers want their primary marketing objective to be well defined in advance of their online campaigns, with 73% of media sellers also highlighting the importance of this alignment, saying that agreement around what constitutes success is the top way to help them improve results for advertisers, according to [download page] a survey released in January 2012 by Digiday, sponsored by Vizu. However, only 18% of agencies said they are able to establish a single objective against which ROI will be measured with their clients in advance of a campaign.
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