The digital experts impress with high impressions, views and click numbers. While the TV stations and print media work with contact totals. And the contact total is quickly confused with the impressions. So what is a contact anyway? And what exactly is an impression?
What is more valuable? What works better? At the end of the day, it's about getting a consumer excited about a product or service. Or it's about making people aware that the product switzerland rcs data or service exists. Is that easier with a contact or with a click on the website? There is no definitive research on this to date. And as long as there is no research, digital media will continue to plow through the media world with incredible numbers. In return, TV and print media are taking refuge on their own, thin digital platforms in order to increase their contact figures.
So where there are no empirical research results on the topic of contact quality, I recommend that our clients use common sense.
This means cross-media media planning. Stop the digital media planners and encourage TV and print media salespeople to finally come up with empirical data on contact quality. Because a digital contact is not the same as a TV or print contact.