In his comment on my prior post, industry legend Ed Papazian writes: "Bill, while I agree with what you are saying we must consider what many advertiser CMOs actually think about media buying. Exceptions notwithstanding, most CMOs believe that how their brands are positioned and the attendant 'creative' executions are the whole ball game. Accordingly, they insist on their brands being forced into massive, corporate upfront TV buys with low CPMs being the primary consideration. In effect, they are saying---and not without some reason behind it, that if you buy enough eyeballs the commercials will select from that mass of 'impressions' those who are most receptive to the sales pitch the brand is making … In addition, 45% of linear TV ad spend is allocated to news, sports and specials and the preference for such content far outweighs targeting considerations. So, a great deal of the available ad dollars are spoken for. Until you get the advertisers to reconsider their old ways you are stymied."
The Future of Marketing Is In Its CMOs
