Like many of my recent posts, this one’s been brewing in my head for quite a long time, but between settling back into work after being in Toronto and moving into a new flat, blogging was put on the back burner for a while. Now I’m back and granted I’ve only been at this blogging [...]
I’ll Have 400 Ratings And A Side Of Fries, Please
Considering how fragmented the media landscape has become, it amazes me when I see planners still trying to sell in schedules where the majority of media spend is concentrated in TV. Time and again, I hear the same worn arguments for this approach – “This is the only way we’ll achieve frequency and recall”, “A [...]
Stop The CTR Obsession!
I’m continually amazed at the consistent obsession that agencies and clients have about clickthrough rate. CTR, CTR, CTR! Fast becoming the dirtiest acronym in media – or is it? As agencies increase their digital expertise and consistently educate clients about the importance of digital within the wider communications mix, it’s become all too easy to [...]
