Project summary
Regardless of the platform, the goal of advertising today is the same as it has always been – to elicit a consumer's feeling, emotion or behavior related to a brand, service or product. You create ads to have an impact. Beyond getting the message right, reaching the right audience with your advertising – and doing so at the optimal reach and frequency – is one of the most, if not the most, critical factors in campaign delivery. Digital seems to have lost sight of the advertising metrics that matter due to its focus on the viewability metric.To...