Adverteerders willen meetresulaten zien
Op de jaarlijkse bijeenkomst van de American Association of Advertising Angencies werd veel aandacht besteed aan meetbare resultaten.
“Of course, as advertising has historically been viewed as more art than science, their ability to get ‘inside the numbers’ of marketing budgets has been limited. Advertising departments could insulate themselves from close scrutiny by claiming what they do is too ‘emotional’ to be accurately quantified. Brand-building is not for spreadsheets, they claimed”.
Those days are over.
Today, everything is accountability. Media that can’t deliver and back it up with numbers are dead.