Advertisers won’t get to correlate ad spending with actual business outcomes until they give intermediaries real-time sales data, says one major-agency ad exec.
Asked if advertising measurements like CPMs should be replaced by client-oriented metrics like actual sales, DigitasLBi media activation head Adam Shlachter agreed: “What we should be focusing on is the outcomes we want to achieve.”
But the industry is not there yet, Shlachter says. “If I can plan on that in real-time, that’s great. To date, that takes months, if not years. It’s looking back in the rear-view mirror.
“I can’t always get at sales data … they’re not giving that to me in real-time, today at least … so I need proxies, I need to know that some engagement led to some lift in something else that led to sales.”