The first 50 minutes of the one-hour meeting at this major brand marketer had gone spectacularly well. I was still at the IAB and had come to present the latest and greatest in digital advertising experiences, from new display forms to digital video and native.
Once again, however, I hit a wall at the last part of the pitch: “why it works.”
This was becoming an all-too-common experience. As noted in this space previously, we are witnessing the beginning of a renaissance in digital advertising, powered by advances in native, in-feed digital video, mobile and programmatic creative.