demand greater accountability Advertising has changed significantly over the last 10 years and will continue to do so in the future. While the growth in digital advertising at the expense of offline advertising has been dramatic, the evolution in digital advertising and demise of traditional advertising will intensify over the next 5 years. This is […]

demand greater accountability Advertising has changed significantly over the last 10 years and will continue to do so in the future. While the growth in digital advertising at the expense of offline advertising has been dramatic, the evolution in digital advertising and demise of traditional advertising will intensify over the next 5 years. This is the fourth of five thoughts on the subject of the changing face of advertising. A recent survey of advertisers in the United States found that 90% were concerned about the accountability – or lack thereof – of advertising agencies. It seems that a major concern among advertisers is transparency. They are not sure what they are getting for their money. Neither am I! Other research found that business owners are increasingly wary of making sizeable investments in advertising. Many are spending more on third party reviews and consultations before even approaching an advertising agency. Media…