Two thirds of big brands have committed to increasing online ad spend despite ongoing concerns around ad fraud and misplacement, according to a study conducted by the World Federation of Advertisers and Ebiquity.
The study analysed the intentions and concerns of more than 50 global advertisers who collectively have an annual ad spend of more than $80bn.
The research found that around two thirds plan to increase spend with 12% maintaining the same levels and 21% indicating they will reduce online spend.
The investments come despite strong concerns around the ability to track performance, with 62% of respondents reporting that they are ‘dissatisfied’ with the overall level of measurement standards in online advertising, and only 45% clearly seeing the value it adds.
Nick Manning, chief strategy officer for Ebiquity, said the survey results showed that “advertisers are not convinced by current measurement standards” and highlights an industry wide desire for improved safety and measurement standards.
“Respondents demonstrate strong support for recent public calls by Marc Pritchard of Procter & Gamble and others for higher standards in independent measurement and verification in online advertising.”