Why Brands Need to Shift the Focus on Putting the Right Ad in the Right Channel

Otherwise it may miss an opportunity to connect with its audience

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It may seem obvious, but too often people get trapped looking at performance metrics of marketing channels and forget the importance of the actual advertisements—the message and creative—they are using in those channels. During the past 60 years or so, hundreds of tools and approaches have been developed to evaluate advertising concepts and determine their potential effectiveness. Many companies have even developed a standard process of testing ads before airing them. Why?