3 Big Shifts in the Advertising Paradigm

In the old advertising paradigm, Marketers worshipped at the altar of pre-market “copy-testing." The belief system was simple: get great TV advertising—measured by above norm copy testing results—and in-market success would follow.  No more.

We are moving from a mono-theistic “single ad performance” world, to a more complex poly theistic “many ad performance” approach. Advertising effectiveness is driven not just by creative quality, but also by 3 Big Shifts in the Advertising Paradigm: viewing device form factors, program content, and cross-platform interaction.

Advertisers who take the time to experiment, learn, and divine the new “advertising truths” in media device form factors, program content and cross-platform performance will be amply rewarded.