I think with most things online, if you treat your audience like friends instead of like Impressions and Clickthrough Percentages and Returns On Investment, then you're off to a great start.
The digital team who were running Twitter, they weren't just going to put out a tweet for fun. They're going to try and figure out how do we measure the impact. Then they'd tweet it, and if it worked, great.
Half the money I spend on advertising is wasted; the trouble is, I don't know which half.
Good marketers measure.
Chances are that neither the client nor the agency will ever know very much about what role the ad has played in sales or profits of the client, either short-term or long-term.
On the advertising side, view count is not the most important thing. It's engagement.
Buying a banner, you have no control whether ten different people see your ad once, or one person sees it ten times.
The message growth rate in Brazil - it's not like a hockey stick: it's like a vertical line.
Fifty-one million likes doesn't mean we're going to sell 51m albums or concert tickets.
I long for the days when grosses were not even known. There was no weekend competition.
The thing that interests me least about the radio business is the radio business. But I've had to learn a little bit about it. It's not rocket science: You get ratings, that's good.
