As advertisers finalize 2024 budgets and begin executing their media plans, what advertisers think about a media company’s return-on-investment (ROI)/return-on-ad-spend (ROAS), audience reach/scale, and overall brand momentum that remain the factors that can secure partners on media plans. These three factors have remained consistent across Advertiser Perceptions’ research over the past several years.
While ROI/ROAS and reach/scale are generally straightforward measures of success, brand momentum can be more challenging for media companies to understand and manage. What does it actually mean to be moving forward positively or be seen as a brand that’s on the up-and-up?
