Back in the 90s, my Cube of Advertising Value model theorized that future media would justify higher CPMs based on three dimensions: addressability, interactivity and impact per impression. I argued to my television clients that they were already acknowledged to lead in impact per impression but that they were open to ad spend share loss to the oncoming wave of digital media unless they added three more virtues to television: addressability, interactivity, and greater measurability at the level of response. They thanked me and said they would add those things in the future but they saw no need to hurry. I’m not happy about being able to be an I-told-you-so.
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