Limitations of metrics to measure advertising campaigns in Italy 2019

Over the years, Italian businesses have started investing in online advertising and several metrics for measuring advertising campaigns' performances have been developed. Nevertheless, according to the advertisers there are still some limitations that need to be overcome. For instance, 51 percent of the respondents found it difficult to implement such metrics in a customer journey cross device context. Moreover, 30 percent of the advertisers stressed their inability to measure the actual user engagement.

Limitations of metrics to measure advertising campaigns' performances in Italy as of 2019

Share of advertisers
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Source

Release date

October 2019

Region

Italy

Survey time period

2019

Number of respondents

200*

Supplementary notes

*The survey was conducted among 200 business professionals operating for medium and large investing enterprises in the following sectors: entertainment, food, fashion, automotive, tourism and finance/banking.

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Statistics on "Advertising consumption and perception"

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