The brand-side view of media effectiveness
The WARC Podcast
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Evolving Perceptions of Paid Media
This chapter examines how the perception of paid media has transformed within brand organizations, especially at the executive level. It highlights the shift from viewing media as a mere cost to recognizing it as a vital investment for growth, alongside the challenges of measuring media effectiveness. The dialogue emphasizes the need for accountability, metrics refinement, and the influence of academic research in shaping modern media strategies.
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