Page 10 - AeM_Nov_2018

RESEARCH, ANALYSIS & TRENDS

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