He’s quite right, you know, and that’s why I love Shopper Marketing. It is really getting more and more difficult to measure the real effect of Facebook. In absolute numbers, it looks great, but when you boil down to how much effect each impression or video has on either the brand perception let alone on purchase intent.
Ad agencies are under increasing pressure to stay ahead of the curve as more of their budgets move towards digital. Few players know that better than WPP’s CEO Martin Sorrell, who spoke about the challenges brand marketers are dealing with during the opening keynote at Dmexco, an industry conference in Cologne, Germany, that kicked off today.