Advertisers and agencies used to strive for creativity.
Within the confines of a 30 second TV or radio commercial or a print ad, we looked for the most creative ways to encourage the consumer to buy our clients' products and services.
But today—in digital marketing, in particular—marketers have a new goal: scale.
As we move away from the mass-media advertising opportunities of yesteryear, when a marketer could count on reaching most 18-to-54 year olds during prime time TV, we still seek out the comfort of those ratings.
For any marketer, there are more efficient ways of achieving scale than by paying an ad agency retainer.