We must place more value on the signals of buying, argues media planning and industry authority Brian Jacobs.
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Those who mistrust purpose-driven marketing want to see receipts. Where you can measure impact or cost, display them with pride.
Another acronym heralding a new age? Or does Fast TV hark back to simpler time in advertising?
Businesses do not need to ‘reinvent the wheel’ to measure sustainability and inspire sustainable behaviour changes.
Being in the most-trusted channels seems to have little impact on where advertisers spend their money.
When agencies negotiate a ‘cost-per-thousand’ with publishers, we should ask ‘cost per thousand what?’
With the targeting capabilities available now, a less blunt media strategy can be more effective.