Brands missing out on potential $45bn in profit by failing to optimise media budgets

Source: EbiquityBrands are missing out on a potential $45bn in profit because they are failing to optimise media allocation, investing too much in digital display and not enough in more traditional formats, according to new research.
The study, undertaken by Ebiquity, used data from 2,500 campaigns over three years and was regionally weighted in order to build a global number. It includes only channels where Ebiquity could study profit impact at different spend levels, so search, influencer and