Digital media spending is weaponised says M&C Saatchi chief data officer

October 28, 2021 1:23

Digital media spending needs to switch to focus on quality as well as cost, argued M&C Saatchi’s chief data officer James Collier on the fourth and final day of IAB Australia’s MeasureUp Mornings in the presentation How Media Quality Helps Drive More Effective Campaigns.

In his presentation, Collier stated: “Given the accelerated importance of e-commerce and digital transactions, overwhelmingly, measurable digital media market has come under the most scrutiny with the cost per everything these days now being analysed, trended and, I’m sad to say, actually weaponised in some meetings. Even the slightest whiff of inefficiency in any part of a marketing program and you see entire channels, publishers, partnerships being placed on pause or re-evaluated. For me, ruthless optimisation really is the order of day.”