comScore’s Digital Future In Focus Report for 2013 states that 31% of ad impressions aren’t seen online. When you couple this with faulty last-touch attribution modes, that’s downright scary in a world where so many advertisers are looking for direct response metrics to measure their digital strategies. This stat provides a significant opportunity to intentionally or unintentionally game the system.
There was a great byline on CMO.com recently that highlighted the adpotion of Agile Marketing, including the desire of senior brand marketers to incorporate consumer values into the larger narrative of their brand and campaigns. It’s refreshing to see the marketplace acknowledging that demographics and behaviors are no longer enough to create a “targeted audience.” The concept was unheard of when we started out in 2008 on that very proposition.