South Africa, Jan. 20 -- South Africa hasn't escaped the global budget squeeze with a good chunk of available spend shifting to digital channels which continue to deliver audience growth and increased sales. However, this strategic move is only a partial solution.

The real promise of digital is best realised when organisations understand the science that underpins successful campaigns. The unfortunate reality, however, is that many brands are still struggling with the complex balance between short-term performance and long-term brand growth that was a highlight of operations in 2024, and one of the biggest obstacles remains the absence of robust measurement infrastructure.

Tweaking the dials to keep profits front and centre

Traditional...