Reasons for not measuring impact of DTS advertising Italy 2018

This graph shows the result of a survey about the reasons for not measuring impact of DTS (Drive-to-Store) advertising campaigns in Italy in 2018. According to data, the most widespread cause was the assumption that a measurement was technically impossible for all media, pointed out by 41 percent of interviewees. Mistrust in metrics resulted to be the second most common reason to not measure the influence of DTS campaigns, stated by 39 percent of respondents.

Reasons for not measuring impact of DTS (Drive-to-Store) advertising campaigns in Italy in 2018

Characteristic	Share of respondents
No interest	5%
I do not understand the technology	9%
I did not know I could measure the impact of my campaigns	18%
My advertising platform does not provide measurement	30%
I do not trust the metrics	39%
I do not think it is technically possible for all media	41%

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Release date

June 2019

More information

Region

Italy

Survey time period

2018

Number of respondents

400*

Supplementary notes

The source adds the following information: "For the further segmentation in this study, IHS Markit commissioned 400 interviews with retail businesses of varying sizes to understand their usage and awareness of drive-to-store advertising. This was supported by further research with agency contacts and applying detailed IHS Markit retail industry economic data to create a forecast model for drive-to-store advertising spend by industry by country for each retail segment."

* In US, France, Canada, Belgium, Spain, UK, Italy and Singapore.

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