Looking for reasons as to “why” advertisers should monitor working media spend in addition to the myriad of other analytics utilized to assess effectiveness? Beyond the fact that eliminating waste is part of a marketing organization’s fiduciary responsibility to their enterprise, there is now another consideration for monitoring this particular productivity metric. While many in the ad industry eschew the concept of “working media” it is interesting to see the importance CEOs, CFOs and financial analysts place on this important metric … Read More