Online advertising can borrow a leaf from radio fragmentation

In the last decade we experience radio audience fragmentation that led to increased engagement and better connections. Online advertising can take a couple of points from this in order to improve the ROI numbers.… Read More Online advertising can borrow a leaf from radio fragmentation

Celebrity endorsements are costly but with good return-on-investment

One of the things about highly competitive market segments is that brands tend to use the concept of ‘monkey see, monkey do’, in that they follow similar strategies for visibility, brand appeal and sales. The incremental one percent in advertising share doesn’t shift the needle even though it represents a substantial investment. To drive differentiation,… Read More Celebrity endorsements are costly but with good return-on-investment