Insights are not fit for purpose
Global digital advertising spend hit $178bn last year, according to IPG’s Magna. This year, internet ad spend is even expected to overtake TV ad spending.
Today, around $500bn is being spent on global advertising per year. Yet, fast-forward to a world where all media are digital media, growing fast, and it is not hard to imagine the overall pie growing to a total $1,000bn.
But what if all of this money was not spent but, rather, invested?
What is the difference? Let me explain.
Making sense of it all
Data has always been the fuel...