It’s Not Only About Efficiency. How About Focusing On Media Effectiveness? 03/28/2016
At last week’s American Association of Advertising Agencies (4As) Transformation Conference in Miami, leading themes that emerged included viewability, ad blocking, fraud and financial transparency—all issues that RTBlog has written about in recent weeks. You have to hand it to the 4As: No topic appeared off-limits, including the pervasive racism and sexism that’s endemic to the industry. Another topic that came up was the need to refocus on media effectiveness and media efficiency.
My MediaPost colleague Larissa Faw referred to the four themes that emerged as advertising’s Four Plagues. Considering we’re in the Passover season where there are 10 plagues, perhaps adland should consider itself lucky that it doesn’t have more scourges to deal with. Faw noted that some $8 billion a year is lost to ad fraud, while another $20 million, at least, is attributed to ad blocking.