奥美广告_brandimpact_media_planning(PPT 18页)

Proving Ad Effectiveness is Crucial
Association of National Advertisers (ANA) report on Internet advertising

68% cited “no proof of ROI” as the main barrier to more online ad spending
58% say their is a lack of reliable and accurate ad measurement.
Most online ad efforts by ANA members are branding oriented
74% of them count on their companies’ branding budget for online ad dollars, up 12% from last year

Outline
Why measure BrandImpact
How do you know if it really works?
Media planning: The big unknown
How you can help