Could Advertisers’ Quest for Speed Be Compromising Quality?
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Nimble. Always on. Real-time.
Agencies are increasingly employing these descriptors to convince clients that they can work faster than ever. The motivation is understandable. For years now the ad business, particularly agencies not branded “digital,” has received a bad rap for being sluggish and not moving at the pace of technological change. Marketers, meanwhile, are feeling the pressure to innovate faster.
Lerer Ventures’ Eric Hippeau — who, as a backer of dozens of successful digital startups including BuzzFeed, knows a thing or two about innovating at breakneck speed — gave attendees of this month’s Ad Age Digital Conference some sobering advice: “Marketers are being outpaced by consumers. That gap has to close. We must pick up the pace.”
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