What is a common reason for requesting an ad hoc report?

Requesting an ad hoc report commonly arises from unexpected inquiries regarding campaign performance. Ad hoc reports are designed to provide insights and data on-demand, specifically addressing unplanned or unique questions that standard reporting does not cover. In the context of digital media buying and planning, a marketer may find certain campaign metrics or results not aligning with expectations, leading to the need for a deep dive into specific data points to understand the underlying reasons.

This flexibility allows stakeholders to quickly assess the performance of a campaign based on immediate concerns, facilitating timely decision-making. In contrast, options like annual budget assessments, routine business reviews, and end-of-year summaries typically follow a pre-structured reporting cycle, focusing on regular performance metrics and outcomes rather than addressing immediate concerns that necessitate a tailor-made report.