With the explosion of technology and data comes the necessary conversation about measurability and accountability. For Dunham, the idea of how to measure media mixes uniformly is the single most important priority as the industry moves forward.
“Once we crack that code, I think you’re going to start to see a lot more effective media plans. I think you’re also going to see creative that resonates better,” Dunham said. Click here for his views on the resultant impact on consumers and what Dunham calls the “last click pit fall.”
Watch more of this insightful exchange here and view all the round table discussions with senior industry executives at www.LegendsLeaders.org.
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