Terry Heaton has a new essay, this one about advertising and what he calls "the 'transparency marketplace' made available through digital platforms and applications." He writes:
... So-called mainstream media will ultimately merge with the disruption and adopt its new rules or be swallowed up by it entirely. And high on the list of new rules is an entirely different approach to advertising, one that relies on empirical proof of performance instead of sample-based methodologies. This is what smart ad executives mean when they refer to "transparency" — precision in a world formerly dominated by blue smoke and mirrors. ...
Link: The PoMo Blog. Terry's essays are must-reading for all broadcasters. --Dennis
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