“Deliberate Inefficiency” Is Becoming Marketers’ Most Efficient Media Strategy (White Paper #11)

If you manage a brand today, you already know the uneasy trade-off that defines modern media buying. On one side sit procurement scorecards, demanding ever-lower CPMs and ever-leaner reach curves. On the other lies the existential need to stand out in an attention market flooded with interchangeable impressions. For three decades, the industry has chosen the first priority -- optimizing price -- at the expense of the second -- differentiation.