Kevin Leahy, Senior Director of Content & Brand Srategy, argues that the rise in made-for-advertising websites is causing information overload for customers and brand safety concerns for companies. To cut through the noise, many brands are adopting an overreliance on data—but in the quest to stand out, it’s easy to mistake a higher-resolution view for a more actionable one.
Metrics for low-resolution success
Fame-driving campaigns have strong correlations to other business metrics like driving sales and reducing price sensitivity.
Broaden your reach to include everyone in your market.
ROI isn’t the end-all be-all. Treat a small portion of your business activity as a bet to invest in fame and reach.
As third-party cookies get phased out, reconnect with your audiences, and be more intentional with your data.