New York—Although marketers' use of new-media channels has exploded in recent years, the inability to prove ROI has done little to instill marketer confidence in these channels, according to a study released today by the Association of National Advertisers.
The ANA's “2012 Digital and Social Media” online survey took the pulse of 224 client-side marketers during April and May. It found that 70% of marketers are currently using new-media platforms to reach their customers; 62% said the inability to prove ROI is a top concern.
According to the survey, 60% of marketers are currently measuring the effectiveness and ROI of their social media efforts. Mobile marketing ranks the highest in terms of marketers' desire for measurement (70%). However, only half of those surveyed say they are doing the same for online video marketing.