Around 88% of marketers in the Asia Pacific region are planning to increase their investment in the emerging field of ‘outcome-driven media’ over the next two years.
Originally posted on The Drum | November 10, 2018
According to research by Xaxis, 90% of APAC marketers surveyed said the primary metrics they used – most commonly cost per acquisition (CPA), cost per completed view (CPCV), cost per click (CPC), and click-through rate (CTR) – were very or somewhat effective in evaluating the success of campaigns against strategic marketing goals.
Almost 74% either strongly or somewhat agreed that evaluating digital media spend had become more difficult over the past five years and almost four in five (79%) said they were very or somewhat likely to change the primary metric they used to measure campaigns over the next 12-24 months. For marketers in India, 91% agreed that they were likely to change how they measure campaigns.