Why digital media attribution could be compromising your media ROI

October 17, 2023By Simon FosterAdvertising Evaluation, Digital Media, Marketing Effectiveness, Media Evaluation

You’ve probably heard the expression ‘The devil is in the detail‘. It tells us that focusing on detail is the way to solve problems.  In many ways, this expression is true, but in this post I’d like to argue that placing too much focus on the digital detail can mean marketers and their agencies miss … Read More

How is brand advertising different to direct response advertising?

June 19, 2018By Simon FosterAdvertising Evaluation, Direct Marketing Training, DRTV Training, Media Evaluation, Media Planning, TV Media Planning Training No Comments

Brand advertising techniques are very different to direct response advertising techniques.  Even when you are running an integrated multi-channel campaign it is important to understand the key differences between the two approaches so that you can orchestrate your overall campaign plan and budget to deliver maximum ROI. To illustrate some of the key differences here … Read More