Marketing measurement has never been perfect, but today’s most successful teams are rethinking how they interpret data, combining MMM, LTA, and incrementality testing to build more reliable frameworks for business growth.
A new OAAA and Kochava study found that OOH advertising delivers stronger measurable outcomes than CTV and broadcast TV, driving higher in-person visits, digital engagement, and sustained consumer action.
New research reveals measurement flaws causing MMM to systematically misread affiliate performance—costing brands growth, efficiency, and market share.
As AI reshapes how consumers search and decide, marketers must move beyond clicks and MQLs to focus on visibility within AI-generated answers, redefining performance in a zero-click world.
DOOH adoption is accelerating, with 68% of planners increasing usage and 61% planning higher investment, yet 58% still cite measurement as the biggest barrier to scaling spend.
For years, performance marketing distanced itself from brand and creative disciplines, positioning itself as a numbers game - analytical, precise, objective. But as automation takes more of the targeting, bidding and placement decisions, creative becomes one of the few levers marketers still directly control, says Paul Morris.
New research shows TV supercharges search, social, and audio—driving up to 8.7× higher ad recall and stronger lower‑funnel results when combined.
Discovery and decision-making are moving beyond traditional search, but without a clear measurement layer, brands lack the visibility needed to fully understand performance or invest confidently in this emerging channel.
New research finds that only half of marketing and finance leaders measure how marketing is driving business outcomes, and 71% believe AI-powered marketing tools prioritise short-term performance over long-term brand growth.
As digital attention fragments and performance pressure intensifies, marketers are repositioning television — not as a legacy branding channel, but as a measurable growth engine built for accountability.
