ANA: Media KPIs that matter

Analysis of the 39 most important Key Performance Indicators for media by the Media Leadership Growth Council of the Association of National Advertisers, conducted because of the correlation between KPIs and business results.
  • The KPIs were divided into six categories: Audience Measurement, Efficiency, Exposure Counting, Measurement Quality and Other.
  • The most used KPIs for media are primarily focused on efficiency and exposure metrics, with only two of the top 12 focusing on an outcome/conversion metric.
  • The new/emerging KPIs for media tend to be focused on measurement quality or outcome, which reflects the shift from buying media to buying audiences.
  • Social media metrics, such as likes and shares carried little weight with those surveyed.
  • There is a schism between those KPIs characterized as most used and those considered most important with only five in...

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