Advertising accountability: it's bigger than ROI

Pat McGowan and David Meer

If you follow the business press, you will find no shortage of stories chronicling the demise of advertising: media have become fragmented, the internet is displacing television as the preferred source of news and entertainment among the young, consumers are overwhelmed with messaging, and new recording devices are making it easier than ever to skip commercials. Meanwhile, as it becomes increasingly difficult to get consumers' attention, marketing executives face heightened pressure to justify the millions of dollars they spend on advertising each year. The watchword is 'accountability' and CMOs are scrambling to find the right ways to measure advertising impact.