Chief Marketers Call For More Digital Platform Transparency; Level Of Media Spend Will Be Linked To Reporting Accuracy 

Apr 26, 2018

In a wake-up call to digital media platforms like Facebook and Google, marketing leaders globally say they will no longer tolerate deficient advertising measurement. Most see a need for more effective data transparency and detailed, timely, and reliable reporting systems. 

According to a new study from the Chief Marketing Officer (CMO) Council, news coverage about inaccurate, questionable, and false digital media reporting measures have already caused 21% of marketers to pull back on advertising spend. More than 70% of brand leaders admit that negative news headlines have had an impact on budgets.

The new report, titled “Engage at Every Stage: An Investigation of Video Activation,” was produced in partnership with video journey company, ViralGains, and reveals that 95% of marketing leaders surveyed believe digital media must deliver more reliability.

In a clear rebuke to the digital media industry, marketers are also calling “viewability” standards into question as only 3% of respondents agree on the definition advocated by the Media Rating Council. This defines reasonable viewability as 50% of content playing for two consecutive seconds with the sound off. In addition, 30% of marketers who agree with this standard admit that they can only approve of it because there isn’t a better metric to embrace.

This negative outlook of the digital media landscape comes as marketers intend to significantly boost investments in online video advertising—a channel that 28% of respondents believe is more important than other media investments and that 40% say is growing in importance. In fact, 95% of marketers intend to increase investments in 2018, with nearly half increasing spend by up to 25%. 

Marketers expect more from their investments, demanding total transparency into traffic, viewers, and engagement (73%), real-time access to customer data and intelligence (45%), and fees based on performance outcomes (40%). Intelligence is also a core demand when it comes to digital advertising as marketers are looking to learn more about their customers through the in-demand channel.

The report is based on research conducted by the CMO Council through an online audit that collected insights from 233 senior marketing leaders. Of these, 163 are actively investing in digital video advertising. Some 43% of respondents represent companies with revenues greater than $1 billion, and 47% hold the title of CMO or senior vice president of marketing for their organizations.