You cannot measure the real views,
You cannot measure or track the response from the viewer,
You cannot make it interactive,
You cannot personalize to a profile, not even to a microsegment,
You cannot do remarketing,
Yet… you, marketers, still pay more for Print Media Ads. Far more.*
The reason men oppose progress is not that they hate progress, but that they love inertia.
—Elbert Hubbard (1856-1915)
Nowadays, would Wanamaker allow not to know which half of his ad money is wasted?**
* According to the chart from Business Insider the Cost-per-mille (CPM) of Newspaper ads is around 10 times the CPM of Desktop/iPad ads —and about 50 times the mobile CPM.
** “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
—John Wanamaker (1838-1922...