We tend to overestimate the impact of a technology in the short-term and underestimate its impact in the longterm. This maxim, conceived by Roy Amara, an American scientist and futurist, neatly describes the “hype cycle” of new technology and especially that of online advertising.
The promise of online advertising was to deliver more relevant, timely and targeted communications for the mutual benefit of consumers and advertisers.
People would only be exposed to ads appropriate to their desires and at the moments when they were most receptive, while advertisers would cut waste and deliver hyper-efficient campaigns through laser-guided audience targeting and personalised messages.
It hasn’t turned out like that. Yet.
Success comes from making great creative that is optimised to the platform on which it will run and from making evidence-based buying decisions that bring together viewability, audience and survey data to tell the full story.
[WEBINAR] American Family Media Experiences 2020
February 19 - This month we're previewing some of the insights our newest survey revealed: American families are exposed to more and more media choices to build their family lives around. View our on demand webinar featuring new data and evolving trends in the American family’s media experience.
[WEBINAR] Introducing BI-style reporting for Social Media Intelligence
October 8 and 10 - Taking the best-of Business Intelligence (BI) tools, and the best-of Social Media Intelligence, you now have a faster path-to-insights with the new Synthesio reporting experience. Now, you don’t need to be an expert to get expert reporting.