Infographic: What advertisers think of media auditing companies
Is auditing merely a hygiene factor or a crucial way of determining the level of media value delivered? What role will auditors play in the future of media buying and planning? WFA in its latest survey posed these questions to marketers.
Some key observations are as follows:
- Europe leads in using auditors, followed by the US, Asia, Middle East and Africa. Latin America lags far behind, but that is changing.
- A majority of the respondents said auditors would become more important within the next few years.
- But the share of digital budgets that auditors are able to measure remains low and appears to be declining in some key regions.
More on the results here: