The advertising ecosystem is Andorra Email List changing rapidly. Back in the Mad Men era marketing departments could trace only tenuous relationships between campaigns and sales. Today an abundance of data and powerful technological tools afford marketers the ability to discern direct attribution links and quantifiable. An executive can track just how many direct sales of a wrap dress a Twitter ad campaign produced. How many of those buyers were new customers. How the spending affected the margin on each product sold. In theory marketers can prove in great detail to the satisfaction of the most exacting financial minds in their organization. The structure and opacity of the digital advertising ecosystem make. It much more challenging to get an actual read. where all the money goes.
The advertising ecosystem is changing rapidly
There an old line among ad pros that gulf email list we know half of all advertising is wasted. We just don’t know which half. In the digital realm there a newer more troubling statistic. Only about 25 cents of every dollar spent on digital ads results in the placement. They could use an assist from colleagues who have a different set of capabilities: chief financial officers. Among other things CFOs see it as part of their role to diligently evaluate the audit trail for most company costs. The advertising ecosystem is changing rapidly. The cash coming in and going out. The advertising ecosystem is changing rapidly.
That may seem strange given the size and importance of the industry. According to Ad Age U.S. advertisers will spend close to US$500 billion on marketing and media in 2021. And according to the PwC Global Entertainment & Media Outlook global spending on digital ads in 2020 was $125 billion and it is growing at a healthy annual rate of 4.2 percent. And without granular itemized receipts finance teams are unable to determine where a company may be spending unnecessarily. Given the importance and size of this category of spending CFOs cannot afford to continue viewing marketing expenditures as a black box. They bring to other areas of the organization.
