‘There’s never been more confusion’: Media heads on navigating digital advertising
During this session from November’s Radio Alive 2017 conference, a panel of CMOs and CEOs from across Australia’s publishing landscape talk trust, transparency and brand safety.
According to Peter Horgan, CEO, Omnicom Media Group ANZ, the general sentiment within the digital advertising space is “confusion”.
“At this juncture in the communications business, there’s never been more confusion,” he says during the following session from Commercial Radio Australia’s Radio Alive 2017 conference. “Even the experts are scrambling to keep up with the pace of change.”
Horgan points out that “brand safety is something of a mirage.”
Iselect blew millions on digital that didn’t perform and the results where terrible. And on top of this ran bad old TV creative over and over again.It was a failure on brand and channel decisions that killed their market share. Get the Brand humming then apply only limited digital. What happened to the $800K spent on promoting Nest?
Best thing agencies can do is invest money into learning how technology works. Once they can do that strategies for ROI can be improved and clients can get more bang for their buck.