Marketers are spending ever increasing sums on digital advertising in order to increase brand salience and brand affinity, including $30bn spent on digital video alone in the US this year.

As brand marketing budgets continue shift from offline media to digital channels, questions are raised about the efficacy of new channels and formats.

Over a hundred years ago, John Wanamaker famously stated “half the money I spend on advertising is wasted, I just don’t know which half.” But is this still true today? Has the promise of more attributable, efficient advertising spend been realised, or are most of us still spending with Read full story ›

Source: The Drum