It positively kills me to see headlines like this one in Ad Age: "Kellogg: Digital ROI Surpasses That of TV," followed by quotes like this one from Kellogg's CMO: "It's still relatively early in our learning. But analysis of the Special K initiative of the last 18 months showed digital media exceeding that of broadcast ROI." In 2008, the ROI of TV--particularly when you consider the size of those investments--vs. digital is still worthy of discussion? Sheesh.
Showing posts with label Kellogg's. Show all posts
Showing posts with label Kellogg's. Show all posts
Thursday, September 4, 2008
Digital has better ROI! Film at 11!
It positively kills me to see headlines like this one in Ad Age: "Kellogg: Digital ROI Surpasses That of TV," followed by quotes like this one from Kellogg's CMO: "It's still relatively early in our learning. But analysis of the Special K initiative of the last 18 months showed digital media exceeding that of broadcast ROI." In 2008, the ROI of TV--particularly when you consider the size of those investments--vs. digital is still worthy of discussion? Sheesh.
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