eMarketer Reports Advertisers Have Difficulty Measuring Audio ROI; Marketers Mistakenly Believe Brand Campaigns Should Be Evaluated With Lower Funnel Measurement, Akin To Testing A Spanish Class With A Calculus Exam

It’s a classic case of advertiser perception versus marketplace reality. Marketers perceive ROI measurement difficulties. Meanwhile, measurement firms churn out study after study documenting audio sales effect. Audio has entered a golden age of measurement with a wide array of firms now quantifying audio sales effect, brand lift, search and site attribution, and creative effectiveness.

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