WATCH: Peter Field - Effectiveness in the Evolving Media Landscape
Posted 3 May 2017.
CAANZ in partnership with TVNZ presents: Peter Field - Effectiveness in the Evolving Media Landscape.
The keynote address was held at TVNZ on 23 March 2017.
INTRODUCTION: We have a problem, seven in fact
PROBLEM 1: Short Termism
PROBLEM 2: The myth of the death of mass marketing
PROBLEM 3: Ignoring the power of video
PROBLEM 4: Obsession with unpaid media
PROBLEM 5: Fanatical pursuit of ROI
PROBLEM 6: The pursuit of ‘timely and relevant offers’
PROBLEM 7: Damaging activation overweighting