How have advertisers’ requirements changed since last year?
With the Covid-19 pandemic continuing to persist on a worldwide level, its adverse impact on the global economy has been widely felt. In light of the recessionary environment ever since last year, we have witnessed a steady shift towards performance marketing, as businesses have had to focus heavily on their bottom line. At the same time, brands are also being compelled to re-look at their efforts on the brand front as well.
What advertisers are realising this year is that focusing on performance without the requisite brand equity and awareness in place does not necessarily translate well. Today, with proven data supporting t
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