A Guide to Media Effectiveness Measurement in 2025
This report highlights the flaws of digital attribution and smarter ways to measure marketing impact across channels.
Summary
Over-reliance on digital attribution has been a growing concern of marketing measurement and effectiveness experts for some time.
This type of digital attribution, using only ad clicks or views for attributing sales is now more flawed than it ever has been. Brands of all sizes have famously over-invested in performance marketing at the expense of brand-led, above-the-line advertising on mediums which are comparatively more difficult to track, or have a longer lag associated with the resulting sales.
As marketers, we need to work harder and smarter to better understand the true impact of our marketing efforts, including the impacts and synergies between channels. This is, of course, easier said than done.
- The Current Landscape of Media Measurement
- The Evolution of Media Effectiveness Measurement
- The Trio of Attribution and Contribution
- Demonstrating the Value of Brand Media VS Performance Media
