Market evolution will mean work will be twice as hard and the amount of real-time changes and scenario variations will be endless, says Fadi Khater
Ads nowadays come with an embedded research module. It costs less than $1 to reach 1,000 people in an online ad, whereas it would cost thousands of dollars to do copy testing research that ends up having people tell you what they think they are more likely to click on or interact with.
Call us naïve but we would much rather test an actual reaction through our advertising; and prefer to put out a few real ads to see which ones perform better in terms of real clicks and conversions.
We’ve worked in the traditional advertising world for a very long time
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