Advertising Accountability

The Association of National Advertisers recently released the results of a survey indicating serious discontent among the nation's largest marketers over the lack of ROI measurement. According to a New York Times article:

"61.5 percent of the survey respondents said it was important to them to define, measure and take concrete steps in the area of advertising accountability. But only 19 percent said they were satisfied with their ability to take those steps ...73 percent of respondents were not confident that they understood the effects that an advertising or marketing campaign could have on sales. When asked if they agreed with the statement, "I would be able to forecast the impact on sales" of a 10 percent cut in marketing spending, 63 percent said no."

While the ANA grumbles about measurement, a much more ominous trend is afoot -- a trend that continues to fly under their radar. Marketers, and their advertising agencies, are loosing control of "primary" brand experiences. As more and more consumers use search engines, recommender engines, and review websites as the front line source for product and service information, consumer generated media has become the defining mediator of brand messaging. Engaging consumers in authentic conversations and empowering customer evangelists to carry the brand message -- as opposed to ushering "official advertising" through compliance for eventual release and mass consumption -- is the future of marketing and advertising. The onus is on all of us in marketing to develop and advocate measurement platforms that help clients unify and integreate ROI metrics across channels and tactics.