In 2022, $881bn was spent on advertising globally, with total expenditure expected to top $1tn by 2025.
And yet for all of the money spent on advertising, many brands still struggle to answer the basic questions of what worked, what didn’t, and why.
Frustrations with the current system of measurement are deep rooted. The absence of a unified measurement solution has made it difficult for advertisers to plan, optimise and measure activity across channels and platforms.
The Future of Measurement report highlights key trends across three different areas: marketing mixed modelling (MMM); cross-media planning and measurement; and retail media measurement. The insights are based on a combination of exclusive data from WARC and several external research studies and reports.
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