Market Data

Quarterly Digital Intelligence Briefing: Optimising Paid Media

By Econsultancy,

Econsultancy's Q3 2013 Quarterly Digital Intelligence Briefing, produced in partnership with Adobe, explores the topic of media optimization, and how companies can ensure the most effective use of their budgets in helping them to meet their business goals.

The report is based on a survey which has attracted 600 respondents globally.

The following sections are featured in the report:

  • Media optimization driven by business goals still just an aspiration for most
  • Marketers strive to overcome challenges of resourcing and disparate ownership
  • Analytics integration and attribution are key building blocks
  • Understanding the path-to-purchase and customer journey in a mobile world
  • Scale, skill and science: three key requirements for optimization success
  • How quantification of benefits can help drive budgets
  • Companies still missing out on advantages of real-time bidding
  • Improved proposition for advertisers helps Facebook dominate social budgets

Findings include:

  • Only a fifth of companies say they are effectively optimizing their media, and a similarly small proportion say they have a single view of campaign performance across channels.
  • The top three benefits of media optimization outlined in the report are reduced cost per acquisition, reduced media costs and more sales.
  • Those companies who are able to quantify improvements from media optimization are seeing, on average, an uplift of 28% in performance.

Download a copy of the report to learn more. 

free sample is available for those who want more detail about what is in the report.

Econsultancy's Quarterly Digital Intelligence Briefings, sponsored by Adobe, look at some of the most important trends affecting the marketing landscape. You can access the other reports in this series here.


  • Pdf SAMPLE: Quarterly Digital Intelligence Briefing: Optimising Paid Media (1.4 MB PDF)
  • Pdf Disabled Quarterly Digital Intelligence Briefing: Optimising Paid Media (911 KB PDF)
  • Excel Disabled Optimising Paid Media Data (55.7 KB Microsoft Excel)

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