Posts tagged with Linda Abraham

Has digital bled the creativity out of advertising?

Click-through rateOptimization and targeting. Segmentation and analytics. There are countless tools that let digital marketers track the effectiveness of their campaigns, and even tweak them on the fly for a better ROI. And yet, when it comes to accepting new ad formats and strategies, there are still cries for "better metrics" and "more accountability."

What of creativity? Don’t ads need to be engaging and beautiful enough to attract a click (if that’s the metric you’re going for) in the first place?

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