奥美广告_brandimpact_media_planning.pptBrandImpact™ Media Planning Rex Briggs Millward Brown Interactive June 1999
Proving Ad Effectiveness is Crucial
Association of National Advertisers (ANA) report on Internet advertising
68% cited “no proof of ROI” as the main barrier to more online ad spending
58% say their is a lack of reliable and accurate ad measurement.
Most online ad efforts by ANA members are branding oriented
74% of them count on their companies’ branding budget for online ad dollars, up 12% from last year |
