Episode 33

How to Create Sticky Digital Advertising

Do digital ads have your attention, really? What about your audience’s attention? Marketers have shifted from traditional channels to digital ones—but the long-term returns of TV, radio, and print have been difficult to replicate.

According to Data2Decisions and DDB, digital attribution techniques overestimate the business effects of search by a factor of two and underestimate the impact of TV by a factor of 10. In this week’s episode, Rob, Angela, and Elena discuss digital advertising’s effectiveness, profitability, and greatest pitfalls. Conversations range from the dominance of Google, Meta, and Amazon to tactical advice for creating digital ads that capture and retain viewer attention.

Topics Covered

• [01:00] Reviewing WARC’s “The Third Age of Effectiveness”

• [04:30] How much do marketers spend on digital advertising?

• [07:30] How effective is display advertising?

• [10:00] Digital advertising’s greatest challenges

• [13:00] Creative best practices for memorable digital ads

• [16:00] How traditional channels like TV boost digital effectiveness

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