PwC Global Entertainment & Media Outlook 2021–2025: A comprehensive source of advertising and consumer spending data available in June 2021.
The advertising ecosystem is changing rapidly. Back in the Mad Men era, marketing departments could trace only tenuous relationships between campaigns and sales. Today, an abundance of data and powerful technological tools afford marketers the ability to discern direct attribution links and quantifiable return on investment. An executive can track just how many direct sales of a wrap dress a Twitter ad campaign produced, how many of those buyers were new customers, and how the spending affected the margin on each product sold. In theory, marketers can prove in great detail, to the satisfaction of the most exacting financial minds in their organization, precisely how they contribute to the top line.
In practice, the structure and opacity of the digital advertising ecosystem make it much more