Context is queen: the value of media environment
24 February 2015
New evidence suggests brand owners and agencies have considerably different perceptions of how the digital marketing marketplace is performing.
The timing of these findings is critical, as digital display growth in the UK is far more advanced than in any major advertising market.
One of the perceived risks of a relatively narrow measurement provision is that media context is being diluted, with long term implications for the value of marketing inventory across all media.