Survey Finds 36% of Marketers Continue Funding Ineffective Ad Channels
· 1h ago · Originally reported by PPC Land
A Funnel survey of 233 in-house marketers shows that over a third keep spending on channels they believe are ineffective. Few marketers use a combination of measurement methods like MMM, incrementality, and attribution, and most have not quantified the impact of zero-click losses.
Why it matters
This highlights ongoing challenges in digital advertising measurement and budget allocation, suggesting many marketers lack the tools or confidence to optimize spend effectively.
Explain it like I’m new here
It's like paying for snacks you don't like just because you aren't sure which ones are actually good for you.
Terms in this story
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Marketing mix modeling (MMM)
Marketing mix modeling (MMM) is a statistical method that estimates how much each marketing channel, plus factors like price and seasonality, contributed to sales, using aggregate historical data.
Incrementality
Incrementality is the extra result, such as sales, installs or visits, caused by advertising that would not have happened without it, usually measured by comparing exposed and unexposed groups.
Attribution
Attribution is the process of assigning credit for a conversion, such as a sale, sign-up or install, to the ads, channels or touchpoints that a customer encountered beforehand.
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