A recent survey by media consultancy ID Comms found that advertisers were failing to meet expectations in four key areas: setting clear KPIs for media; having a point of view on ROI for media; having a well-established media community internally; ad leading media decisions from marketing rather than procurement.

To determine this, 179 respondents, which included senior marketers, were asked to score advertiser performance on these key areas from on a scale of one to five, where five is outstanding and one is unacceptable. On average, advertisers received a score of three or less in these areas.

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