If anyone can take credit for digital marketing, it’s Google. Online advertising has always been the revenue stream that fueled all their other experiments and innovation. There’s nothing about digital marketing that anyone can teach them.
So why has Google – along with many of their fellow digital monoliths – been plunging hundreds of millions of dollars in advertising spend into TV every year? Maybe they know something about television advertising that many other brands don’t. Communicus CEO Jeri Smith digs into the details for the Observer, and explains the ROI brands can get from TV that they can’t get from digital.
