These days, a typical person sees an average of 5,000 advertisements per day, up from 500 viewed 30 years ago. This is creating an "ad overload," but is also altering the path to purchase. To maximize media effectiveness, marketers and advertisers must link their marketing -- both media and retail -- to sales lift.
Andrew Appel is the president and CEO of IRI, one of the world’s leading providers of big data and forward-looking insights for consumer, retail, media and over-the-counter health care companies.
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