IAB Member Q&A: Advertising measurement through COVID-19
The COVID-19 period has brought great change in consumer sentiment and behaviour and significant increases in digital and other media consumption. At the onset of the lockdown period a significant proportion of advertisers paused or decreased their ad spend, but some are now back in the market investing.
Kantar Australia’s Senior Director – Media, Allan Breiland talks to IAB Australia about if this is a time to scale back, stop or continue campaign measurement/marketing effectiveness/brand tracking through this period?