Ad tracker study

Objectives

• Track digital advertising behaviours and spend allocation
• Understand how performance is evaluated across channels
• Compare perspectives between brands and agencies
• Identify shifts in strategy, investment, and priorities over time

Methodology

This study used a targeted, digitally led quantitative approach designed to reach senior advertising decision-makers. RONIN managed the programme end to end, including sample design, recruitment, translations, questionnaire programming, and data outputs. The study was conducted through a 15-minute online survey, with recruitment supported by platforms including LinkedIn, WINMO, and specialist marketing databases.

The study covered the UK, USA, France, and Germany, focusing on a high-value audience of senior advertising decision-makers. Respondents included media planners and buyers, senior planning and buying leads, heads of digital and advertising, brand-side marketers, and agency professionals. All participants had direct influence over digital ad spend and represented organisations investing more than $1 million annually in digital advertising.

Sectors covered included CPG, retail, food and beverage, automotive, technology, telecoms, travel, beauty, and entertainment.

Challenge

The study required reaching a highly specific and commercially valuable audience representing the top tier of digital ad spenders. It also needed balanced participation from both brand-side decision-makers and agency professionals, while maintaining accurate and consistent reporting of media investment across markets and waves.

How RONIN approached it

RONIN combined precise audience targeting with scalable digital recruitment to build a sample that was both senior and commercially relevant. By using specialist data sources and carefully controlling sample composition, the study delivered a consistent and comparable view of digital advertising behaviour across multiple markets and sectors.

Results

The study gave the client a structured benchmark for digital ad spend, planning, and performance across major international markets. It provided direct insight from verified decision-makers rather than proxies, highlighted differences between brand and agency perspectives, and created a stronger basis for planning in a fast-moving advertising environment.