In our industry, we tend to measure what's easy. But just because something can be measured more easily, doesn't mean it performs.
The past two decades have been a golden age for advertising technology. This time has given rise to mainstream digital advertising, programmatic, trading desks, data, performance marketing, metrics, analytics and a myriad of other tools designed to drive effectiveness. But during this period of technological innovation, these sugar-coated, short-term activations have narrowed our focus, causing advertising effectiveness, creativity, and long-term brand building to fall desperately short.
For too long, there's been too much focus on building better hunting traps when nobody wants to feel hunted. Pop-unders, spam, interruption, click-bait, fake news, data abuse, media fraud, and so many more tactics have led to the glut of advertising that goes mostly unnoticed, which is leading to ineffectiveness, waste, and brand erosion.Read more