World's largest advertiser cut spending on digital ads by +$100M – sales up

businessinsider.com

2 pointslingben2 comments

Significant that these were probably ads that didn't drive you to an online purchase. Just ones that were supposed to boost your brand and culminate in a purchase later, maybe offline.

Results would be hard to gauge if you do a lot of that. Like running brand awareness on TV, radio, billboards, and online...for the same product. Which one is working?

That has always been the rub.

“Half the money I spend on advertising is wasted; the trouble is I don't know which half.” John Wanamaker (1838-1922)

Of course, Wanamaker did not really know what percent of his advertising worked either.

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