Media Measurement Insights from Marketing Survey

This report presents insights from a marketing survey conducted in H1 2025, focusing on media measurement strategies among 240 marketers responsible for strategy, planning, and technology decisions. The findings indicate that many marketers struggle to measure the effectiveness of their media investments, with one-third lacking an established measurement framework. The report details a 'measurement trifecta' approach, which includes Attribution, Incrementality, and Media Mix Models (MMM), emphasizing that those who adopt this framework may gain a significant competitive advantage. Despite 56% of respondents utilizing MMM, only 24% engage in incrementality testing, indicating potential gaps in measurement practices. The report also discusses common pain points such as budgeting across channels, justifying budget changes, and proving media ROI, revealing that many marketers seek improved optimization and scenario capabilities from their MMM solutions. Additionally, there is a growing expectation for AI-driven recommendations to assist marketers in decision-making processes.