A survey undertaken by WARC for its Toolkit 2018 publication, covering 616 marketing and advertising professionals around the world, finds that viewability and accurate measurement are the most-cited cause for concern (49% brands, 45% agencies) ahead of issues like talent and skills (44% brands, 39% agencies).
Other digital issues such as ad fraud (13% brands, 12% agencies) and ad blocking (9% brands, 13% agencies) are at the bottom of the list.
Despite an extensive catalogue of concerns—which also include the complexity of adtech and martech, the rise of zero-based budgeting, and consumer data regulation—few respondents feel that digital spending will reduce in 2018.
An apparent willingness to continue spending, however, does not signal that the relationship between advertisers and media agencies is improving. Over half (51%) of brand respondents believe there remains a crisis of trust between clients and media agencies—an opinion that is shared by agency-side colleagues: 52% of those working at media agencies agree with that view, as do 57% of respondents from creative agencies. WARC will be exploring further themes highlighted in Toolkit 2018 at a London event on January 10th and in a global webinar on February 12th.
Metrics Matter Most to Brands and Agencies. (2017, Dec. 7). WARC.