Our latest white paper tackles the subject of the transition of media buying from being evaluated using the traditional metrics of rating points, demographics, reach, etc. with sell-through, new customers, inventory levels and profit.

Clients are demanding tangible results and there is a move underfoot for CMOs to deliver on business goals, not just on media KPIs.

It’s a challenging and expensive task, but clients and brands are demanding accountability and want to be able to connect the dots between advertising investment and sales.

In this nine page paper, we explore the realities of this new direction and include some new thinking on this important topic from industry leaders.