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ERIC OPEL: Everybody wants to invest more in digital
advertising.
But there's a hesitancy there because of, there are some
areas that are still improving.
So I think getting traditional brand advertisers more
comfortable with advertising in a digital format, looking
at key metrics that align with traditional metrics, looking
at audiences, I think there'll be sort of this merging effect
of traditional and online media.
In the sense of, how to reach an audience across an online
and offline format.
And how do you measure the results or the impact in a
more unified way.
I think reporting and visibility, campaign
performance and activity across offline and online,
will produce a huge shift in marketers' ability to feel
more comfortable balancing their mix between online and
offline programs.