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Advertisers are probably missing out on a whole lot of money by not optimizing their advertising budgets.
According to new research revealed at the Cannes Lions International Festival of Creativity Wednesday by independent marketing and media consultancy Ebiquity, advertisers could gain $45 billion more in profits from such optimization.
“This research shows that brands could be delivering much more from their advertising investments,” Ebiquity head of international effectiveness Mike Campbell said in a statement. “We’re highlighting that with proper measurement and analytics, marketers can reevaluate their spend allocation to dramatically improve results.”
Of course, as a provider of consulting services that help clients achieve optimization, Ebiquity has a vested interested in promoting the benefits of brands optimizing their marketing budgets.
Ebiquity
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