The Numbers Behind the Waste in Advertising

The Negative Effects of Wasted Ads

The waste in advertising is an epidemic that negatively impacts both brands and consumers. Google found more than 56% of ad impressions are never seen by consumers, and Proxima estimates $37 billion of worldwide marketing budgets are being wasted on poor digital performance, and that’s just digital. With global advertising expected to hit $600 billion by 2021, marketers can't afford to ignore data quality and the quality of insights they generate.

The financial impact of bot fraud in advertising

56% of ad impressions are never seen

Learn More about the Waste in Advertising 

Marketing Evolution created an eBook to detail the evolution of advertising waste, identify the shortcomings of current marketing measurement and attribution models that have led to wasted budget through inaccurate or incomplete data and misattribution.

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Ad Waste

How Big is the Ad Waste Problem?

Waste in advertising is a profit killer that creates turmoil on both ends of the marketing spectrum. Bombarded with irrelevant, annoying or repetitive promotions, frustrated consumers respond with banner blindness, shorter attention spans and the growing use of ad blockers. On the flip side, budget-conscious marketing execs despair as their brands foot mounting bills with no return on investment.

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60% of digital marketing spend is wasted
Measurement Model Pitfalls

Not All Marketing Models Address Waste

Today’s brands use several models to optimize marketing and media planning, including traditional Marketing Mix Modeling and Attribution Models—along with the sophisticated new generation model known as Unified Measurement. Some methods are far more effective at identifying and eliminating advertising waste.

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$37 billion of advertising budgets wasted due to poor digital performance
Reduce Waste

Eliminate Ad Waste With Unified Measurement

Unified measurement enables marketers to pinpoint impact and customer interactions across print, broadcast and digital ads and digital marketing efforts, all through person-level data. With unified measurement, marketers are able to determine with ease the best mix of product and brand marketing and analyze how branding impacts sales. 

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Advertising budgets improve through unified measurement
Boost ROI

Enter Person-level Unified Measurement

This solution puts the consumer at the heart of it all by leveraging higher-quality data that increase the precision and efficiency of targeting and accurately measure how ads at each touchpoint influence the individual shopper. By analyzing at the most granular level, marketers have deeper insights, by leveraging more accurate and specific data. Forrester estimates that unified measurement can help improve the efficiency of marketing budgets by 15 to 20 percent.

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Global advertising is expected to hit $600 billion

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Frequently Asked Questions

Where can I learn more about Unified Measurement?

Learn more about unified measurement, its advanced capabilities and its benefits in our recent webinar Unified Marketing Measurement as a Competitive Advantage, featuring Forrester Analyst Jim Nail. 

How can I begin implementing a Unified Measurement Model?

Choosing to embrace a unified measurement model to inform future marketing planning is already a step in the right direction. Make the transition with tips from our recent webinar Making the Switch to Unified Marketing Measurement or contact a Marketing Evolution representative for more information.


Achieve High-Quality Marketing Data

Marketing Evolution commissioned Forrester Consulting to evaluate the state of organizations' marketing/media data quality and the tactics that help marketers promote quality efficiently and effectively.

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