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RESEARCH, ANALYSIS & TRENDS

‘measurable business results’ and more than four-fifths ‘Establishing effective benchmarks in measuring
(87%) strongly or somewhat agreed that it was “essential campaign successes were tied 5th- with 33% of survey
for digital campaigns to drive a direct correlation”. respondents each.
However, this figure varied between countries region.
While 94% of Indian marketers felt that this connection Nicolas Bidon, global CEO of Xaxis, commented: “The
was vital, only 80% of Australian marketers agreed. research clearly demonstrates that outcome-driven
media is a key priority for APAC marketers moving into
The research also reports that 84% of marketers 2019, with a continuing focus on proving the link
surveyed agreed that being able to link business between digital media spend and business success.
objectives to digital media spend ‘positively impacted’ The research sends a clear message to the industry
their marketing budget and the same majority agreed that, when business objectives are linked to digital
that understanding how media can meet business spend, there is a positive uplift on budgets to enable
objectives allowed their organization to have a those businesses to secure greater competitive
measurable advantage over competitors. advantage.” (Source: Xaxis) ◊

When asked what their organization’s priorities were for By MediaBUZZ
media spend in 2019, the top answer for APAC
marketers (45%) was ‘increased efficiency’, followed by
‘demonstrating that marketing strategy aligns with
business objectives’ (42%), ‘improving ad viewability
levels’ (36%) and ‘effective allocation of resource’ (36%).
‘Gaining full transparency of campaign performance’ and

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