Advertising Measurement and Metric Gaps

Thanks so much for taking a few moments to give your opinion on the most important Advertising Measurement Gaps facing us as we look to the future. In this survey, approximately 100 people will be asked to indicate the relative importance of the gaps identified to date, and to offer any additional gaps that you think are equally or more important. It will take approximately 3-5 minutes to complete the questionnaire.

We appreciate your time and support. Please start with the survey now by clicking on the Continue button below.

Jerry Wind
Catharine Hays
Wharton Future of Advertising Program

Don Gloeckler
Coreen McGann
The ARF

* Name

* Title

* Organization

* Email

* Please allocate 100 points based on the relative importance of the following 10 gaps, as well as your other suggested gaps (please enter these in the next field).

If two gaps are equally important, they should get the same number of points If you believe a specific gap is not important at all, give it zero points. If one gap is twice as important as another, it should get twice the number of points.

• Long marketing mix turnaround time prohibits real-time adjustments to marketing plans.

• Focus on one campaign in short-term vs. campaigns over time presents a narrow view of advertising’s value to a brand.

• Advertising ROI is measured in a silo, ignoring potential positive impact on other drivers such as pricing or store dynamics.

• There is still no objective measure of what makes great advertising.

• There is minimal validation between widely used advertising testing methodologies and in-market sales performance.

• Ad testing is predominately at the rational level, missing sub-conscious, sub-surface brain activity.

• There is no validated, scalable cross-media measurement that isolates both individual and synergistic effects.

• There is no validated model that optimizes spending levels across media vehicles, or that determines saturation levels of emerging media (e.g., online video, mobile).

• There is no learning about the transferability of TV advertising effectiveness best practices across other media touch points.

• Minimal pre-testing of digital ads (given lower cost of medium) begs for cost efficient way to gauge strength of creative.

• Your suggested gap

Values must add up to 100

* Please explain your suggested gaps not mentioned above.

What efforts are underway to address these gaps?

What else should/could we do to fill these gaps?

What should be our litmus test of success?