A whopping 70% of senior marketers believe media measurement currencies are becoming “increasingly corrupted”, according to the second Media2020 report by Media Sense, ISBA and IPSOS Connect.
Having surveyed more than 250 senior British marketers, the report shows nearly a quarter (23%) are “losing sleep” over recent high-profile measurement errors.
According to Andy Pearch, co-founder of MediaSense and the author of the report, marketers are becoming increasingly paranoid about the reliability of audience measurement data on digital and social channels.
“There’s paranoia because the media agencies and the big digital players have way too much control,” he tells Marketing Week. “It’s going to take a long time to move to an independent source of data verification.
“What this does show, however, is that marketers are running out of patience with the likes of Facebook and Google to sort out their advertising measurement…