In today’s new realities of paid, owned and earned media, marketers have to think differently about the role that digital plays in their media plan. And while digital may provide unprecedented ability to target consumers, many campaigns fail to realize their full potential by not breaking through the online clutter or generating the intended brand impact because they fail to engage. Ipsos ASI recently presented key findings at client events across Canada that shed new light on the important role that creative plays in digital ad performance. This thought piece outlines Ipsos ASI’s Five Digital Principles and incorporates learning from a new analysis of our Ipsos ASI Canada 2014 Digital Ad Database as well as research across a variety of other Ipsos and industry sources.
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