The Future of Media Effectiveness


“The proliferation and rising popularity of a myriad of digital channels over the past decade has made the measurement of media effectiveness increasingly complex,” says Mike Campbell, the head of international effectiveness at London-based Ebiquity.

In his view, the 2020s will be defined as a time when “a real shift to an effectiveness-led media planning strategy, incorporating both online and offline channels,” begins.

Campbell says, “As we likely head into a recession at the start of the decade, we’ll see a greater demand for, and investment in, analytics – something that traditionally happens during times of uncertainty.”

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