“The industry has been deluged by studies on digital advertising over the last decade, most of which is used as a Trojan horse to promote a sales agenda. Unfortunately, most of it isn’t fit for purpose and it’s tended to tar everyone with the same brush. Paradoxically, it’s also created the problem of undermining genuine findings if the company doing the research has a commercial interest in proving them, so the results are mistakenly ignored when it comes to improving strategy and planning.”
— Steve Doyle, Majority of advertising and media professionals find digital advertising research studies 'inadequate'
Tagged: Digital media, Brand Studies, Research, Survey
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