Aug
23
Agencies Should Lead the 'Quality Scale' Transformation
Posted in: Uncategorized
In the 2000s, agencies were profitably mastering “quality” niche marketing with “new” media like cable, direct marketing and customized print.
By 2013, ad tech almost wholesale displaced “quality” in favor of “quantity.” Clients began to value “predictable scale” more than the unpredictable outcomes of “quality” advertising. In the quality-versus-quantity battle, the quality camp has been on the defensive.
But the real change today is an emerging business model around quality scale.
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