Findings from the IAB Europe Metrics and KPIs survey demonstrate stakeholder priorities for digital measurement. Industry stakeholders state their priorities for attracting more brand advertising investment online as:
- Gaining a better understanding of how online channels can work for brand advertising campaigns, both in combination with other media and alone, for brand advertising campaigns
- Having the option to integrate data from online audience surveys with other media surveys to provide cross media evaluation
- Establishing an industry-wide accepted online measurement currency for campaign planning and trading
- Identifying an agreed core set of effectiveness KPIs such as brand awareness or purchase intent
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