[gem_button position="center" style="outline" size="medium" corner="0" border="2" icon_pack="material" icon_position="right" text="DOWNLOAD" link="url:https%3A%2F%2Fwww.xaxis.com%2Fwp-content%2Fuploads%2F2018%2F07%2FOutcomeMedia_Whitepaper.7.11.pdf|title:From%20CPMs%20to%20Measurable%20Outcomes%20-%20Xaxis%20Whitepaper|target:%20_blank|" icon_material="f39d"]
Primer Executive Summary:
- CMOs are increasingly held directly accountable for overall business growth
- Yet, digital media success has traditionally been measured against indirect proxies for the results marketers want to see
- Huge growth in spend in programmatic media has not been matched by a similar increase in the perception of the value it provides
- We need to revisit how we think about digital media success and bring the full weight of advances in technology, data, and expertise to bear on delivering it
- As an industry we need to shift focus to delivering the outcomes that advertisers truly value
- AI is a key to component of delivering against outcome-driven media
- Results that can attribute sales success to marketing initiatives will serve to help CMOs plan and execute campaigns that directly drive business growth
