Traditional advertising has been under fire for some time. The Wall Street Journal writes that “TV Ad Sales [is] on Shaky Ground”. The article “Spray and Pray: Why Does Anyone Still Buy Advertising?” points out that traditional advertising is spray and pray, where the best you can do is post-fact correlation.
The answer in vogue today to go beyond spray and pray is to shift to digital advertising, which provides better audience targeting and tuning. Forrester....