The Digital Corner

Increasingly more companies are pushing for display and search integration to be more efficient with ad dollars. Although this concept has been romanticized by many agencies and publishers, it only represents the beginning of the real shift understanding advertising effectiveness. It has been well documented that multiple exposures to a brand influences consumer choices, yet media continues to be measured in silos. The success of banner ads, emails, search, TV and radio should be measured by market exposure versus click thru or open rate. And once you add in viral and word of mouth, the success of a program becomes increasing difficult to dissect using our current available metrics.

Should there be a new metric to measure advertising effectiveness? Or is the current structure of advertising agencies and media buying the barrier to truly having a holistic view how customers interact with brands? More ideas around how to execute on this concept coming soon.

“Vision without execution is hallucination” – Thomas Edison

Thanks for all the followers who have reached out to ask why I have stopped writing. It really means a lot. I am currently working on a few projects that have unfortunately taken away from my blogging time. I’ll be blogging again in the next month with a lot to say about mobile advertising, marketing dashboards, Facebook and why you should never invest in Twitter. Stay tuned.