Research conducted by the World Advertising Research Center (WARC) shows that more than 84 per cent of web content is provided through the “dark social” platforms, that is locations which are hard or impossible to measure for online analytics tools. Nevertheless, 90 per cent of the social media advertising budget is spent on public platforms. Is the marketing industry doomed to unreliable statistics?
In practice, the dark social means that conclusions regarding a website, its improvement or campaign optimization are drawn by the brand on the basis of a portion of users only. A full picture of the server traffic is not available and we do not know where a group of users comes from. Thus, the statistics are not complete and it is hard to identify the selected advertising method that is effective.
Olgierd Cygan, originator of the Filmteractive Festival, Deloitte Digital CE Leader
Deloitte Digital is a strategic partner of the initiative.
More information about the Festival is available at filmteractive.eu