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Showing posts from May, 2017

How to help Transparency in being more Transparent in Digital?

How to help Transparency in being more Transparent in Digital?

The Digital Geek: We should add media transparency tools, viewability, ad serving, etc and track the success of our campaigns! Our KPIs and Metrics are all over the place. The creative are just adapts from print or outdoor. We should invest in exclusive digital creatives The Boss: How much will it cost for the transparency thingy? The Digital Geek: about 2-3% of our campaign budget, and so in this case, INR 35,000 The Boss: Can’t waste that much son, let’s add this money into our INR 800,000 of cool VR Campaign that will drive PR for a month. The Digital Geek: #FML , #Facepalm (PS: Digital Marketing still works this way in 2017!)
The funny situation or irony is that media agencies are being quick to deny that there is any media transparency problem, but the fact is that there has always been a transparency problem in regards to buying and / or planning media The other issue is that the growth of digital media technology p…