Multiple factors, including the convergence of digital as both a content and a commerce medium, as well as the rise of multichannel marketing campaigns, are leading marketers to benchmark their digital ad campaigns against both performance- and branding-based objectives—regardless of format, according to a new eMarketer report, “Overview of Digital CPMs: Measures of Digital Performance Place Pressure on Pricing.”
February 2013 data from Nielsen and digital brand advertising measurement firm Vizu supported this observation. Survey results showed 90% of US brand marketers preferred to use at least some digital-specific metrics—be it clicks, views, conversions or sales—to quantify the value of their online investment. Read the rest at eMarketer.
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