80% of Spanish advertisers are favorable to a change in digital measurement in the next two years

Originally posted in Spanish on El Publicista | November 12, 2018

The benefits of buying digital media with guaranteed results are widely recognized by advertisers, both in the world and in the Spanish market. And to such an extent that 94% of advertisers plan to increase their investment in them in the next two years, as a measure to increase their business results. This is revealed by the first edition of the Global Outcome Survey of Xaxis, the programmatic purchasing unit of GroupM, which offers interesting data, both in digital measurement and in the way to face its planning.
For marketing managers it is crucial to increase the efficiency of their digital investment and allocate adequate resources to achieve it, with 89% of advertisers saying that if the KPIs established in the programmatic campaigns are met, the impact on their business results will be considerable. , granting them a competitive and measurable advantage in their respective sectors. Xaxis reveals that 86% of advertisers recognize the importance of understanding how they directly correlate digital campaigns with business results, without having any doubts about it. What opens an opportunity and, at the same time, exposes a criticism of the current system of measurement and evaluation of the primary tools that are used today.

Metrics and custom KPIs

There is a generalized perception, compared to the last five years, of having reached a greater complexity in digital measurement, perhaps related to the number of objectives that are requested to the medium. 60% of Spanish advertisers use more than one personalized KPI to measure the success of their digital investment based on guaranteed results, and 31% assign a single KPI. And they are measured mainly by two scales: CPA and CPC.