optimizing media vs minimizing media
Not all media exposures are created equal, and some are definitely worth paying more for.
Ipsos’ Ross Hugessen encourages agencies and clients to change the conversation they are having, from lowest cost, to best value. In this research, Ipsos explores how different media supports different brand objectives.
In the advertising world today clients are more focused than ever on costs and efficiency related to their advertising and communications spending. Recent client-driven pressure on the bottom-line has infused a far greater focus on costs, but has this come at the expense of quality?
This study, conducted in partnership with thinktv, explores the intricacies of paid media touchpoints and the role they play in achieving different brand objectives – and what media is worth paying more for.
Ross Hugessen’s passion is building great brands. In his current role as Senior Vice-President, Ipsos, Ross works with multiple global Fortune 500 companies and top Canadian brands to help them effectively evaluate their brand communications strategies in this new era of paid, owned and earned communications. Prior to joining, Ross spent his career as a marketer of some of the best known and respected global brands. His award-winning marketing, advertising and research experience includes the successfully execution of multiple brand launches and repositioning projects for many global powerhouse brands.