Market Radar · Research library
The Paid Media Effectiveness Handbook
WFA9 Jul 2026Surveyn=71Global
Read the report at WFA (opens in a new tab)
What Market Radar took from it
The figures Market Radar reads from this report, as its data records them, each with the publisher, the place and the date.
46% of multinationals sit at the lowest maturity levels for integrating data sources into a unified view
WFAGlobalJul 2026n=71
75% expect more than half of budget allocation decisions to be measurement-led within three years
WFAGlobalJul 2026n=71
8 in 10 multinational advertisers run MMM and brand lift, but only 13% rate themselves strong on speed from data to insight; under 3% fully confident separating short- vs long-term impact
WFAGlobalJul 2026n=71
Only 15% say effectiveness evidence is the primary driver of how budgets are set, while CFOs expect P&L-grade justification
WFAGlobalJul 2026n=71
Used in Market Radar
The Market Radar pages that use this report.
Marketing Trends for members
Growth & Media · APACGrowth & Media · EMEAGrowth & Media · LatAmGrowth & Media · US
About this report
- Publisher
- WFA
All 9 WFA reports in the library - Published
- 9 Jul 2026
- Type
- Survey
- Sample
- n=71
- Regions
Related reports
- 96% of major brands now use AI in marketing, WFA research finds (State of AI in Marketing 2026)
World Federation of Advertisers · 30 Sep 2026 · Report
- Clients and Creativity 2026
WFA · 17 Jun 2026 · Survey
- The Future of Discoverability: Why AI visibility is now a strategic marketing priority
WFA · 8 Jun 2026 · Survey
- AI labelling research (WFA + ICAS transparency guidance)
WFA · 2026 · Survey
- Marketing transformation research
WFA · 2026 · Survey
- WFA + Ebiquity paid media measurement research
WFA and Ebiquity · 2026 · Survey
The report and its figures belong to WFA. Market Radar lists the reports it reads, the figures it takes from them and the pages where it uses them.