Online Advertising Performance Outlook

Optimizing the Value of Online Advertising Spend and Digital Media Channel Performance in Furthering Customer Acquisition

Program Details

Sponsors and Partners:


According to the McKinsey Quarterly, “the rapid growth of online advertising hides a serious challenge: the digital world has developed faster than the tools needed to measure it. This problem has made it difficult for marketers to fully exploit the web’s promise as the most targeted and measurable medium in the history of marketing…Hobbled by nascent technologies, inconsistent metrics and a reliance on outdated media models, marketers are failing to tap the digital world’s full power.” The journal went on to state that “unless this problem is addressed, the inability to make accurate measurements of digital advertising’s effectiveness across channels and consumer touchpoints will continue to promote the misallocation of media budgets and to impede the industry’s growth.” 

The CMO Council and Vizu, a Nielsen company, collaborated on a thought leadership white paper to address the fragmented digital landscape and create new content based on insights and best practices from innovators and leaders in global digital campaign design, development, localization, execution and performance measurement. The white paper focuses on showcasing the growth, challenges and opportunities the digital media channel offers leading CMOs around customer acquisition and engagement. The goal of this initiative was to highlight the challenges digital presents, as well as best practices among marketers to provide insight into ways to maximize the impact and reap the full benefits of digital marketing efforts.



Studies & White Papers


April 2013 - Online Vides Ad Views Reach Record High on 13.2 Billion in March - MarketingCharts 

April 2013 - 2013 Ad Spend Up Worldwide, Nielsen Finds - MediaPost

April 2013 - Consumers Say They Prefer Targeted to Random Online Ads - MarketingCharts

April 2013 - Mobile Grows Quickest, But Search is Still King of Online Advertising - MarketingCharts 

April 2013 - Berg: Mobile Location-Based Advertising To Reach $8.5 Billion By 2017 - MediaPost

April 2013 - Global Ad Spend Up 3.2% in 2012 - MarketingCharts

April 2013 - Local Online Media Is Thriving - MediaPost

April 2013 - Global Ad Spend Growth to Barely Outpace Forecast Inflation This Year - MarketingCharts

April 2013 - Huh: Online Nearly Matches TV in Daily Usage - MediaLife 

April 2013 - Mobile Advertising Grows So Fast That Analysts Revise Forecasts - Ad Age

March 2013 - Global Media Shift: Online Tops Offline Usage - MediaPost

March 2013 - GroupM: Internet Ad Spend Breaks Into 12 Figures - MediaPost

March 2013 - Initial 2013 Broadcast Spending Reflects Tough Commps With 2012, Digital Continues to Expand Share Of Agency Budgets - MediaPost

March 2013 - Kantar Reports U.S. Ad Spending Up 3% Last Year - BtoB Online 

March 2013 - Advertising, Content Eat Up Biggest Share of Digital Marketing Budgets - MarketingCharts

March 2013 - 12 Verticals Increase Mobile Advertising Spend Year-Over-Year: Report - Mobile Marketer

March 2013 - Kantar Media Reports U.S. Ad Spending 3% Last Year - BtoB Online

March 2013 - U.S. Ad Economy Expands For Third Consecutive Year: Big, Mid-Tall Advertisers Biggest Factors - Mobile Marketer

March 2013 - Local Advertising Spend on Mobile to Reach $1.98 this year: Report - Mobile Marketer

March 2013 - More Precise Mobile Location Targeting Use By Advertisers is Skyrocketing: Report - Mobile Marketer

March 2013 - Despite Challenges, Agencies See Rising Demand for Dynamic Rich Media Ads - MarketingCharts 

March 2013 - Local-Mobile Ads: Search Behavioral Targeting Provides Biggest Lift - MarketingCharts

March 2013 - Multiple Screens Force Ad Industry To Revamp Rich Media Ads - MediaPost

March 2013 - 2012 Proves Slow Growth Year For Ad Companies - MediaPost

March 2013 - New IAB Chair Explains 'Three Fundamental Truths' of Online Advertising - BtoB Online 

February 2013 - Mobile Advertising Grew 11pc in Q4: comScore - Mobile Marketer

February 2013 - 57 Percent of Americans See a Mobile Ad at Least Once a Day - ClickZ

February 2013 - 39% of Inc. 500 Execs Say Social Has Been Unnecessary For Growth - MarketingCharts 

February 2013 - 59pc of Users as Comfortable with Mobile Advertising as With TV, Online Ads: Study - Mobile Marketer 

February 2013 - CMOs to Rein in Traditional Ad Spend, Press on With Digital Marketing - MarketingCharts

February 2013 - Facebook Advertising Adoption Grows, As Do Budgets - MarketingCharts

February 2013 - American Teens Prefer Offline to Online Ads - MarketingCharts 

February 2013 - Cross-Platform Will Dictate Content, Ad Strategies in 2013 - MediaPost

February 2013 - Exclusive Survey: What Advertisers Really Think About Facebook - Ad Age

February 2013 - At the IAB Annual Meeting: Study Shows Digital Boosts Advertiser Reach - BtoB Online 

February 2013 - Mobile Ad Options Expand, Incorporating Unique Device Capabilities - eMarketer 

February 2013 - Study: Ads on Social Networks Perform 2.5 Times Better Than Ads on Other Channels - BtoB Online

February 2013 - ComScore Says 5.3 Trilion Ads Shown in 2012, But 3 in 10 Are Never Seen - Tech Crunch

February 2013 - Display Ad Market Growth Looks LIke it's Being Driven by Small and Mid-Sized Advertisers - MarketingCharts

February 2013 - Targeting & Measurability Important Benefits of Online Advertising - MediaBizNet

January 2013 - Mobile Drives Online Ad Growth - Warc

January 2013 - Measurable Online Advertising Becomes Increasingly Popular - BDaily Business News 

January 2013 - Local Mobile Ad Spend to Surpass National Advertising by Next Year: BIA/Kelsey - Mobile Commerce Daily 

January 2013 - Online Advertisers - Stressing Revenues - Forecast Raised Targets - Marketing Charts 

January 2013 - Digital Ad Growth to Remian Double-Digit - BtoB Online

January 2013 - Local Online Advertising to Grow 31% this Year - BtoB Online 

January 2013 - Global Ad Spend Growth Forecast Downgraded - MarketingCharts 

December 2012 - Analysts Predict Changes in Online Advertising for 2013 - Nett Better Business Advice 

December 2012 - 2013 Predicitions for Online Ad, Marketing Experts - MediaPost

December 2012 - Forecast: Solid Growth For Global Ad Spend - MediaPost

December 2012 - U.S. Ad Spending Increases 7.1% in Q3 - BtoB Online 

December 2012 - Online Media Measurement Further Outpacing Traditional - MarketingVox

December 2012 - Online Adveritising Spending to Outpace Print and Magazine by 2015: Forecast - Miyanville

December 2012 - Study: Nearly a Quarter of Major Brands Using Online Video Advertising - BtoB Online 

November 2012 - Study: Global Online Ad Revenue to Hit $143 Billion by 2017 - Hollywood Reporter

January 2013 - Digital Ad Growth to Remain Double-Digit - BtoB Online 

January 2013 - Local Online Advertising to Grow 31% this Year - BtoB Online 

November 2012 - Online Advertising Expenditure to Eclipse Traditional Media - Castleford

November 2012 - Marketers Exepct Growth in Rich Media Advertising - BtoB Online

November 2012 - Research and Markets: Online Advertising Forecasts - Business Wire

November 2012 - Strata Survey Finds 91.9% of Ad Agencies Using Social - BtoB Online

November 2012 - How Ads Track You on Your Smartphone Mobile, Ad Tracking Explained - Adweek

November 2012 - Online Ad Spend to Reach $143 Billion by 2017 - Broadband TV News

November 2012 - How to Profit in a Changing Advertising Industry - The OTC Investor

Novermber 2012 - Big Data Platforms Hold Big Promise for Future Ad Performance - Marketing Charts

November 2012 - Forecast: Real-Time Bidding Will Account for 13% of Total Online Display Spending - BtoB Online

September 2012 - Why Brands Need to Rethink Their Online Advertising Strategy - Forbes

July 2011 - Digital Fragmentation: Sub-specialist Silos and the "Special Ones" - eConsultancy

May 2012 - Measure Marketing's Worth - McKinsey Quarterly

May 2012 - Bridging the Digital Divide - Marketing Land

April 2012 - Demystifying Social Media - McKinsey Quarterly

November 2008 - Whither the Click? comScore Brand Metrix Norms Prove “View-Thru” Value of Online Advertising - comScore



Program Themes

  • Online Video
  • Online Advertising
  • Advertising Effectiveness
  • Advertising Trends