InMarket & CMO Council：2023减少广告浪费白皮书（英文版）（11页）.pdf

1、GETTING SMART ABOUT AD WASTEALWAYS-ON ATTRIBUTION ELIMINATES UP TO 94%OF MEDIA WASTE2 2023 Copyright CMO Council.All Rights Reserved.REPORTGETTING SMART ABOUT AD WASTEFor marketers,agencies and even CFOs,the answer to the first question is very likely“No.”The answer to the next two questions should,

2、of course,be an emphatic“Yes.”A new study undertaken by InMarket,in cooperation with the CMO Council,provides real insights into the answers to these questions.It uncovers massive disparities in ad waste and optimization opportunities among advertisers in similar consumer categories.And it shows tha

3、t rigorous,always-on use of attribution is a major factor in optimizing campaigns to gain significantly higher lift in incremental visits and sales from media spend.In fact,some advertisers in this study wasted more than 75 percent of their marketing on impressions that failed to generate incrementa

4、l outcomes,while others kept that waste well below 10 percent.Put another way,under-performing advertisers have an opportunity to optimize over 75 percent of their media spend,and put those media dollars back to work.According to the study,high-performing brand advertisers that continuously optimize

5、 campaigns,based on rigorous analytics that identify what campaign dimensions are driving increased sales,are realizing as much as a 11x improvement in advertising performance over laggards who use real-time,in-flight optimization only sporadically or superficially.InMarket is a leader in 360-degree

6、 marketing intelligence and real-time advertising.Its attribution platform,LCI(Lift Conversion Index),is capable of measuring campaigns across a range of campaign dimensions to understand the impact of those choices on key KPIs including driving incremental visits and sales.InMarket believes(and mos