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             Outcome-driven media is a key priority

             for APAC marketers moving into 2019

            Xaxis,  GroupM’s  programmatic  media  arm,  surveyed  Asia  Pacific  region  are  planning  to  increase  their
            around 5,000 digital media marketers across 16 markets  investment  in  the  emerging  field  of  ‘outcome-driven
            to  find  out  how  satisfied  marketers  around  the  world  media’  over  the  next  2  years.  However,  there  is  a
            were  with  their  existing  methods  of  measuring  the  mixed picture in relation to how marketers view existing
            success  of  digital  display  campaigns  -  especially  in  ways of measuring digital media success.
            terms of how they deliver against their strategic business
            and marketing goals.                                 The majority (90%) of APAC marketers surveyed said
                                                                 the  primary  metrics  they  used  –  most  commonly  cost
            Xaxis 2018 Outcome Media Report reveals that the vast  per  acquisition  (CPA),  cost  per  completed  view
            majority  plan  to  increase  their  investment  in  the  (CPCV),  cost  per  click  (CPC),  and  click-through  rate
            emerging  field  of  ‘outcome-driven  media’  to  address  (CTR) - were very or somewhat effective in evaluating
            growing media complexity and to better understand the  the  success  of  campaigns  against  strategic  marketing
            impact  of  their  campaigns  on  business  results.  goals.

            In its survey, Xaxis asked what the main barriers were to  However, almost three quarters (74%) either strongly or
            move  to  new  metrics,  and  whether  digital  marketers  somewhat  agreed  that  evaluating  digital  media  spend
            were planning to increase their investment in ‘outcomes-  had become more difficult over the past five years and
            driven  media’.  This  was  defined  as  “planning  and  almost  four  in  five  (79%)  said  they  were  very  or
            optimizing  campaigns  against  KPIs  –  often  tailormade  somewhat likely to change the primary metric they used
            for  an  advertiser  or  campaign  -  that  are  much  more  to measure campaigns over the next 12-24 months. For
            closely aligned to the marketer’s ultimate marketing and  marketers  in  India,  the  need  was  even  clearer,  with
            business goals”.                                     91%  agreeing  they  were  likely  to  change  how  they
                                                                 measure campaigns.
            For  example,  outcome-driven  media  might  be  focused
            on custom-made footfall, ‘cost per incremental visitor’, or  The research highlights that linking digital media spend
            brand lift and viewability metrics, rather than less direct  to business impact is critical for marketers. More than 9
            proxies  for  success  such  as  cost  per  thousand  (CPM).  out of 10 (92%) said they use one or more custom KPIs
            All in all, the survey found that 88% of marketers in the  to  link  the  impact  of  digital  display  campaigns  on

      10            November 2018 - Email Marketing & E-Commerce
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