Originally posted in Spanish at: Mercado Negro | November 16, 2018
Xaxis , the result media company belonging to GroupM, released its Global Outcome Survey report , in which they have expressed relevant data as that 80% of brands in Latin America plan to increase their investment in digital media in the next 12 24 months, in order to identify their results in these platforms.
In a statement, they explain that ‘results-driven media’ is a marketing strategy that uses a combination of data-based information, market knowledge, technical prowess and design of a customized media mix aligned with the advertiser’s final objectives. In Latin America, more than 70% of advertisers are related to this term.
“76% of advertisers surveyed say that the ability to meet business objectives has a positive impact on the marketing budget assigned to the business. In that sense, there is no doubt that the advertiser is increasingly inclined to use, in its digital investment, campaigns with results guaranteed by their impact on the business (80%),” they indicate.
Likewise, they have found that more than 50% of firms have indicated that the evaluation of spending on online media has become increasingly difficult in the last 5 years, and that 44% use more than one personalized KPI to measure success of your digital investment.
“It is very positive to analyze that marketing professionals are willing to invest more in digital purchasing and to continue to evolve their metrics to align even more closely with real commercial objectives. What is undoubtedly a satisfaction for an area like Xaxis, a pioneer in linking artificial intelligence to programmatic buying and with the advantage of being focused on the business results of the brands with which we work,” said Erik Castillo, president of Xaxis for Latin America.