Kantar Millward Brown Forecasts 2018 Marketing Shifts

Kantar Millward Brown, a global research agency aiding brand development, predicted 2018 would feature heightened marketing activity. The agency noted ongoing advancements in communication strategies, media targeting, and ROI measurement techniques.

In 2017, advertisers began reevaluating digital investments and assessing their effectiveness.

Pablo Gomez, Media and Digital Director at Kantar Millward Brown NASEAP, emphasized that digital spending now exceeds 30% of global marketing budgets. Marketers prioritize understanding this investment's impact.

Kantar Millward Brown, a global research agency supporting brand development, predicted 2018 would see increased marketing activity with evolving communication strategies, media targeting, and ROI measurement approaches.

In 2017, advertisers initiated a review of digital investments and their effectiveness, shifting toward greater scrutiny of spending impacts.

Pablo Gomez, Media and Digital Director at Kantar Millward Brown NASEAP, stated digital marketing now represents over 30% of global investment, prompting marketers to focus on its measurable outcomes.