Measurement windows: short-term bias hurts proof

New WARC data reveals most marketers understand effectiveness, but internal pressures, governance, and risk dynamics limit consistent execution. WARC's Jenny Chan and Rica Facundo discuss how the 'twin pace' effectiveness gap is impacting brands in Asia-Pacific, and how markteers can fight back.

WARC subscribers can read the report here, and Non-WARC subscribers can download the full report here.