This statistic shows the results of a survey among European advertisers, agencies and publishers on the key performance indicators (KPIs) they would like to use to measure digital advertising compared to those they actually used in reality in 2018. The survey found that 88 percent of marketers stated that they would like to use brand awareness as a KPI, whereas only 68 percent reported to use this in reality.
Digital advertising KPIs marketers would like to use and are currently using in Europe in 2018
Basic Account
Get to know the platform
You only have access to basic statistics.
This statistic is not included in your account.
Starter Account
The ideal entry-level account for individual users
- Instant access to 1m statistics
- Download in XLS, PDF & PNG format
- Detailed references
$199 USD / Month *
Professional Account
Full access
Business Solutions including all features.
* Prices do not include sales tax.
Other statistics that may interest you Statistics on
About the industry
10
- Premium Statistic Factors to ensure consumer receptivity to advertising campaigns in Europe 2018
- Premium Statistic Factors to ensure effective consumer reach in advertising campaigns in Europe 2018
- Premium Statistic Digital advertising measurement priorities in Europe 2017-2018
- Premium Statistic Monthly reach of Pinterest in the Netherlands 2017-2022, by device
- Premium Statistic Monthly reach of LinkedIn in the Netherlands 2017-2022, by device
- Premium Statistic Absolute monthly reach of Snapchat in the Netherlands 2017-2021, by device
- Premium Statistic Metrics to evaluate the performance of email marketing programs Spain 2020
- Premium Statistic Limitations when it comes to achieving good management in email marketing Spain 2020
- Premium Statistic Outsourcing in email marketing Spain 2020
- Premium Statistic Level of expertise in email marketing Spain 2020
About the region
10
- Premium Statistic Open rates of marketing e-mails worldwide 2022, by country
- Premium Statistic Click-through rates of marketing e-mails worldwide 2022, by country
- Premium Statistic Unsubscribe rates of marketing e-mails worldwide 2022, by country
- Premium Statistic Marketing areas with highest investments among SMEs in Western Europe 2021
- Premium Statistic Coronavirus expected impact on buy-side and sell-side ad spend in Europe Q3 2020
- Premium Statistic Using data for marketing purposes in Europe in 2019
- Premium Statistic Applications of AI in digital marketing among advertisers in Europe 2018
- Premium Statistic Applications of AI in digital marketing among agencies in Europe 2018
- Premium Statistic Digital advertising spending in Europe 2006-2022
- Premium Statistic Growth of digital display ad spending in Europe 2012-2022
Other regions
10
- Premium Statistic Best advertising methods to understand product benefits U.S./Canada 2018
- Premium Statistic Impressions per post of top-tier influencers in China 2021, by channel
- Premium Statistic Sponsored content share on YouTube in Russian 2018-2020
- Premium Statistic Perceived positive impact of digital technology on museum business areas England 2019
- Premium Statistic U.S. consumers who have attended retailer or brand events by generation 2018
- Premium Statistic Most valuable Nordic brands 2023
- Premium Statistic Companies using different content promotion methods in Denmark 2018
- Premium Statistic Brand trials and switchings among consumers post PSBB in Indonesia 2020, by category
- Premium Statistic Latin America: increase in display ad spend during COVID-19, by country
- Basic Statistic Brazil: ad spend of the federal government 2019 , by medium
Related statistics
10
- Premium Statistic Digital ad spend in Sweden 2020-2021, by format
- Premium Statistic Leading Facebook advertising campaign objectives worldwide 2021
- Premium Statistic Largest Meta advertisers in the UK 2018-2022
- Premium Statistic Programmatic digital video ad spend in the U.S. 2019-2023
- Premium Statistic Programmatic digital video ad spend growth in the U.S. 2019-2023
- Premium Statistic Average CPC of Facebook advertising campaigns 2021, by objective
- Premium Statistic Facebook ads CPM worldwide 2021, by country
- Premium Statistic Programmatic budgets in the U.S. 2021, by medium
- Premium Statistic Importance of digital media types in marketing in the U.S. 2021
- Premium Statistic Share of programmatic in digital video ad spend in the U.S. 2019-2022
Further related statistics
5
Further Content: You might find this interesting as well
Statistics
IAB Europe. (June 6, 2018). Digital advertising KPIs marketers would like to use and are currently using in Europe in 2018 [Graph]. In Statista. Retrieved March 29, 2024, from https://www.statista.com/statistics/869051/digital-ad-kpis-vision-vs-reality-in-europe/
IAB Europe. "Digital advertising KPIs marketers would like to use and are currently using in Europe in 2018." Chart. June 6, 2018. Statista. Accessed March 29, 2024. https://www.statista.com/statistics/869051/digital-ad-kpis-vision-vs-reality-in-europe/
IAB Europe. (2018). Digital advertising KPIs marketers would like to use and are currently using in Europe in 2018. Statista. Statista Inc.. Accessed: March 29, 2024. https://www.statista.com/statistics/869051/digital-ad-kpis-vision-vs-reality-in-europe/
IAB Europe. "Digital Advertising Kpis Marketers Would like to Use and Are Currently Using in Europe in 2018." Statista, Statista Inc., 6 Jun 2018, https://www.statista.com/statistics/869051/digital-ad-kpis-vision-vs-reality-in-europe/
IAB Europe, Digital advertising KPIs marketers would like to use and are currently using in Europe in 2018 Statista, https://www.statista.com/statistics/869051/digital-ad-kpis-vision-vs-reality-in-europe/ (last visited March 29, 2024)
Digital advertising KPIs marketers would like to use and are currently using in Europe in 2018 [Graph], IAB Europe, June 6, 2018. [Online]. Available: https://www.statista.com/statistics/869051/digital-ad-kpis-vision-vs-reality-in-europe/