“We have always had engagement across millions of people. Now we can engage with intimate scale.” These are the words of Clive Dickens, SCA’s Director of Digital and Innovation, recently interviewed by AdNews.
Advertisers are no longer comfortable buying solely off broad metrics, “therefore we’re playing catch-up with the likes of Google and Facebook and arguably Pandora. None of those businesses work without input data. That’s hard for broadcasters to get to grips with. We always just had scale”.
The shift to social is also changing its relationship with advertisers. The company is now “creating commercial shareable memes” for clients including Amex, Aeroguard and Disney, effectively taking on what was once the work of specialist agencies.
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