Let’s get back to basics – to look at our industry and ask the honest question: What’s really broken?
Afamiliar situation. The creative brief goes out: “We want banners that catch attention, interactive, engaging, noticeable, want a better brand recall, big formats, expandables, mid-page, homepage takeovers that no one can ignore (etc).”
The media brief goes out: “We want click through rates, unique in-target viewable impressions, views, clicks, reach, return on investment. We want to be seen everywhere where our customers and prospective customers are.”
The campaign results come in: 1.65 per cent CTR (“very good indeed”); 25 per cent vire through rate – (“wow”); 0.0
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
