Today’s column is written by Joel Nierman, vice president of digital and media strategy at Liquidus.
I only remember a few things from back when I started in this business a decade ago as an eager and innocent media coordinator at a real agency. My first solo vendor lunch was PotBelly. I didn’t really know what the non-media strategic planners did (and I still don’t). In most of our client meetings someone from our agency said, “Digital advertising is the most measurable form of advertising you could possibly ever do.”
Invariably sometime after we convinced an on-the-fence marketing director to run some ad campaigns she’d ask me a completely legitimate question like, “Well, if _____ network is so much better than the rest, why don’t we put 100% of our budget there?”
How could we explain that the others were contributing to the process, but that particular network just won the cookie fight, and we can’t really measure that but we already told you we can measure anything? Thank goodness my boss was around to bail me out with some clever talking points and article links.