Sir Martin Sorrell, CEO of WPP, has come out to say that numbers are going to be the future of advertising.
With the amount of data we have in terms of monitoring the effectiveness of our ads, it has become less of a “grabbing attention” game and more of a numbers game.
Sorrell also added that we should be focusing on technology, data, and creativity to help business brands win.
All of this comes to light after the past few years of digital advertising becoming more monitor friendly and available. Companies want to see how effective their advertisements are and now they have the ability to do that through digital.
Through third party monitoring devices, you can watch to see which of your ads are doing well as well as why they aren’t. This gives you further insight to ask yourself “how did this not reach its intended goal” and then tweak it to obtain a better result.
With numbers on the rise and ways to see that, Sorrell states that branding will be less of a creative gamble and more of a statistic security.