The problems were highlighted in a Kantar study Getting Media Right: Marketing in Motion which surveyed 500 senior marketers spanning advertiser brands, media publishers and agencies globally.

It found that 84% of marketers plan to increase their investment in online video advertising over the next 12 months, while 70% plan to increase spend on social media networks and 63% plan to increase spend on podcasts. Meanwhile 70% of marketers say they will decrease spend in magazines and 66% will reduce their investment in newspaper advertising.

Almost all marketers (including 88% of advertisers) understand the importance of balancing short-term sales with long-term brand building but still only 54% of marketers are using both short and long-term measurement – 38% rely solely on short-term sales results.

Jane Ostler, global head of media effectiveness, Kantar said: “While the rapid growth in digital ad spend comes as no surprise, this new research indicates that marketers still have a long way to go when it comes to cross-channel measurement and proving ROI.

“The next 12 months will see huge changes for the industry, with the rise of newer channels, such as podcasts and advanced TV, and the move away from cookies set to transform the way advertisers target and measure campaigns. Marketers need to create a framework to monitor impact on business and brand metrics. That means harmonising measurement tools, building an infrastructure that enables measurement across the diverse marketing mix, and creating meaningful insights to improve performance across all channels.”