Online ads, long blamed for the reported crisis of effectiveness in advertising, are not the enemy, says the economist Dr Grace Kite, founder of Magic Numbers, in a new piece of research based on a database of non-awarded campaigns.
Speaking at EffWorks (October 2021), Dr. Kite’s research is based on the new Advertising Research Community (ARC) project, which attempts to move past advertising’s vanity problem: namely, that the industry is very shy about the lessons it has learned unless it is entering an award scheme.
It’s a “serious problem” said Kite, who compares the situation of the advertising profession to...