What are brand marketers most concerned about as they head into 2018? According to survey results published on Marketing Charts this month, the top concern is "viewability and measurement," followed by "talent and skills."
Other major concerns, in descending order, include budgeting changes, complexity of technology, consumer data regulation, and brand safety.
Marketing Charts offers this analysis of why viewability and measurement is the leading issue on marketers' minds:
"The focus on measurement makes sense given several pieces of news to emerge this year, such as Facebook’s repeated acknowledgments that it had discovered measurement errors. Studies have shown that digital media buyers have little trust in audience analytics and measurement and that only a minority of advertisers and agencies trust data from publishers, media partners, tech companies, DMPs and DSPs.
More broadly, research has indicated that the pressure on marketing to measure its value, impact and contribution is growing."
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