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31 March 2021
Greater focus on campaign effectiveness post-pandemic
Long-term vs short-term effectivenessDigital media planning & buyingGlobal
The COVID-19 pandemic has pushed marketers to embrace change and pay more attention to campaign effectiveness, according to a Kantar survey of senior marketers worldwide. The share saying they will become more cautious is far less common and just 4% say COVID-19 will have no long-term impact.