A huge majority of global marketing leaders (95%) believe digital media must become more reliable, according to a new survey from the CMO Council, which confirmed widespread industry dissatisfaction with digital media platforms.

The study, entitled Engage at Every Stage: An Investigation of Video Activation, also revealed that ongoing news coverage about inaccurate, questionable and false digital media reporting have already caused 21% of marketers to cut back on their advertising spend.

What’s more, over 70% of brand leaders reported that negative news headlines have had an impact on their budgets, according to the poll of 233 senior marketing executives conducted in partnership with ad tech firm ViralGains.

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