Advertisers beware: don’t look a workhorse in the mouth
Posted on 8th November 2022 in Articles of Interest
Posted on 8th November 2022 in Articles of Interest
By James Manning
Published Mediaweek
There is a place for everyone in the mediascape, but research shows some channels do more heavy lifting than others and shouldn’t be replaced by cheaper options.
As economic headwinds continue to blow toward 2023, advertisers are looking for evidence to show CEOs and boards why they should resist the urge to focus only on short-term media.
While performance media may look cheaper than broad-reach channels such as TV, research highlights that these channels do most of the heavy lifting and are therefore vital within the media mix.
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