Almost three-fourths (71 percent) of marketers said evaluating the effectiveness of digital media investment has become more difficult in recent years, particularly in India and China, according to programmatic media platform Xaxis. In addition, 86 percent of marketers plan in the next one to two years to boost spending on “outcome-driven media,” which describes advertising whose effects can be precisely tracked by measurements such as cost per in-target reach, in-store footfall, cost per incremental site visitor or cost per sale.
