These findings come from Kantar insight division’s report Getting Media Right, which looks at the current state of marketing, based on responses from 468 leaders across brands, agencies and media companies.

The study indicated that marketers are struggling to assess their marketing performance because of disconnected strategies especially in terms of understanding cross-channel behaviour and how best to invest across media.

Indeed, 40% said they were using ROI measurements that focused on short-term sales, despite 85% saying the most important approach to ROI was a blend of short- and long-term measures.

Jane Ostler, global head of media, insights division at Kantar, said: “Marketers should aim for the best of all worlds: they need to create a framework to monitor impact on business and brand metrics while harmonising measurement tools and insights to improve performance across all channels. The report is a clear indication that marketers are continuing to struggle with measuring and proving ROI, primarily due to their approach.”