Mike Campbell, Ebiquity’s Head of International Effectiveness, attended the ‘Future TV Advertising Forum 2018’.

At the event, Mike discussed why online attribution under-values the power of all advertising and addressed that the typical industry measurement approaches are not adequately capturing the full benefit of longer term brand messages. He evidenced that approaches used by Ebiquity provide advertisers with the correct figures to balance investments behind both long term and short term messages.

Download the Ebiquity research paper, ‘Marketing as a profit driver - $45bn: The untapped profit opportunity for brands globally’ here.

Download Mike Campbell's full presentation here.