INTRODUCTION
We surveyed almost 5,000 marketers
responsible for digital media spend
across 16 key global markets and
unearthed some real insight into how
our industry thinks about digital media
success measurement and its priorities
over the next 12-24 months.
What these fndings make clear is that,
while marketers are comfortable using
the straightforward metrics they have
today, they hunger for new ways to
measure their efforts to understand
the real effect their media placements
have on their business. This helps to
explain why an overwhelming majority
of marketers are aware of and expect to
increase their investment in ‘outcome-
driven media’ in the coming years.
The results show signifcant variation
across territories, industries, and level
of digital media investment, but also
suggest that marketers across the globe
are united in their desire to constantly
improve how they understand and
demonstrate the value of their efforts.
They also suggest that those partners
willing to invest talent, data, and
technology into delivering the outcomes
that brands truly value will gain
signifcant advantage.
—NicolasBidon
GlobalCEO,XaxisCONTENTS
Introduction2
Methodology 4
Executive Summary 5
1.SUCCESS MEASUREMENT TODAY 6
a.The Most-Used Metrics 6
b.Measurement Effectiveness 7
c.Likelihood of Change 8
2.CHANGE DRIVERS 9
a. Barriers to Change 9
b.Increased Difficulty of
Evaluating Media Spend 10
c.Marketing Efforts and Business Progress 11
d. Priorities 12
3.CUSTOM KEY PERFORMANCE
INDICATORS (KPIS) 14
a. Using Custom KPIs 14
b.Linking Custom KPIs to Business Success 15
4. OUTCOME-DRIVEN MEDIA 16
a. Likelihood to Increase Investment 16
b. Using a Partner 17
Further Reading 18
3METHODOLOGY
The research was
conducted between
Sept. 14 and Oct. 4, 2018.
Censuswide employs
members of the Market
Research Society and
abides by the ESOMAR
principles.
The 2018 Outcome-
Driven Media Survey
was conducted for
Xaxis by Censuswide,
a leading market
research consultancy.
This study was an online, quantitative survey containing 11 questions.
4,798 verifed Senior Digital Marketing Managers were polled across
16 markets, including:
United States
United Kingdom
Germany
Italy
Spain
Argentina
Australia
Canada
China
Denmark
India
Mexico
Norway
Poland
Singapore
Sweden。