Half of advertisements don't reach their target - but which half?

John Wanamaker, an American department store magnate, has concluded laconically that: “Half of advertisements go to waste”. After him many have estimated that in some media, a chilling 80% of advertisements go out of the window. It is an indisputable fact that it is useless promoting pet food to someone without a pet.

Later yet, Internet and other digital media have emerged to offer advertisers much more effective targeting and with that, an increase to their cost-efficiency. However, carefully aimed targeting only goes halfway.

In order to succeed, measuring tools and services are required. Their function is to determine which media causes positive response to the company's marketing campaigns. With this information at hand, it is possible to direct marketing offers into the media and channels that trigger traffic and sales.

Information saves money.