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ANA/Four A’s study finds marketers need better metrics

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New York—According to a new survey by the Association of National Advertisers and the American Association of Advertising Agencies, the greatest challenge for marketers when it comes to integrating media is the lack of metrics to help them properly allocate the mix.

The study was based on an online survey of 294 marketers conducted in the first quarter. It found that 59% of client-side marketers are satisfied with their company’s progress with the integration of digital media, including Internet, mobile, widgets and social media.

However, client-side marketers said they face challenges when it comes to integrating traditional and digital media, including lack of metrics, reluctance to move funds from “tried-and-true” practices into newer areas and lack of understanding of digital media from senior management.

On the agency side, the top challenges to integrating media include a lack of client awareness about the benefits of developing a more integrated approach and a lack of client cooperation across their operating or divisional channels.

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