As sponsorship programs blossom, brand oversight lags

The Association of National Advertisers (ANA) and Marketing Accountability Standards Board (MASB) conducted research into how brands are tracking their sponsorship spend.

The sponsorship business is growing, but marketers are failing in their ability to track the performance of such programs.

A study conducted in February 2018 by the Association of National Advertisers (ANA) and Marketing Accountability Standards Board (MASB) found that annual North American sponsorship spending now totals $24.2 billion (and $62.7 billion globally) &ndash

With the investments growing in sponsorship programs, Pace admitted he was “a little surprised” that 40% of the surveyed marketers actually broke out the results delivered by such initiatives:

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