We need a joined up approach to ad misplacement

Josie Allchin

Right message, right person, right time. It’s an advertising truism that has survived the test of the years. Despite media having moved on significantly since it was coined, I’ve seen it mentioned time and time again in digital presentations. However, in many ways there could be something missing, or at least lost within it. It has always been important to brands for their ads to appear in the right context, but this is becoming increasingly hard for them to control in what has almost become a cliche to describe as a fragmented digital ecosystem. 


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