South Africa, June 21 -- South African consumers are becoming numbed by the constant barrage of mass content. A brand should aim to provide unique value, (be it educational, entertainment or meaningful time savings), at the appropriate time.
In a world of information overload, brands will need to work hard to win the trust of their customers and to do so will require them to communicate with authenticity, warns Ansa Leighton, lead platform and media consultant at DQ&A, while speaking at the 5th episode of IAB's Insight Series.
While it is vital to pay attention to the technology to deliver, measure and adjust advertising strategies, too many agencies and digital professionals are neglecting the quality of the content they are spending mon...