Hasta La Creative!

As Wendy’s VP-digital and social media, Brandon Rhoten has spent the past decade trying to move the fast-food chain’s TV ad budget online. It hasn’t been easy.

“Moving dollars from traditional advertising to digital is not as effective because you can’t guarantee the impression,” Mr. Rhoten said. He added, “It’s a hard sell to move from traditional to digital. It hurts our case when you have headlines reading 25% or 50% of impressions are never actually seen.”

If a brand like Wendy’s finds digital advertising to be a tough sell, that’s a problem for major ad-supported digital media companies like Facebook that are counting on TV advertisers bringing their budgets online — not to mention to mobile, where users are migrating far more quickly than marketers.

Continue reading at AdAge.com