effectiveness
The problem with ROI
ROI looks impressive on a slide, but it’s a measure of efficiency, not effectiveness. As Zac Martin argues, it rewards cuts over growth and short-term wins over long-term brand value.
Effie reveals 58 contenders for global effectiveness title
Winners of the Global Grand Effies, including top prize the Iridium Effie, to be announced later this month
65% of Indians will buy brands that stand for something they can identify with
This was one of the key findings that Kantar shared while launching the fourth edition of its ‘Creative Effectiveness Awards’ for India.
Only one third of every ad dollar spent reaches an end user: ANA report
The US advertisers' industry body has exposed the $88 billion programmatic market's damning lack of transparency in a recent report – here’s where your programmatic ad dollars may really be going.
Google disputes claims of misleading video ad placement
In a blog post, Google's global video solutions director suggests a recent report about its video partner network is inaccurate.
CirclesLife's marketing lead on building a sustainable first-party data strategy
The telco has moved past vanity metrics for its campaigns—such as clicks and viewable impressions—in favour of metrics that show a clear path to business outcomes, such as sales.
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