Category: Media Buying


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Far too often media planning is still worshiped at the altar of cost efficiency. For a long time CPMs drove the plans. Then along came the magic world of digital metrics and we shifted our allegiances to cost-per-click and cost-per-conversion. And now we see the legitimacy of cost-per-click questioned by studies showing that click fraud could be causing significant overages versus actual customer engagement. While it’s easy for media people to fall back on numbers, we can’t ignore what really matters to people.

The mantra for success in the automotive business is, “It’s all about the product.”…



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