Join us Dec. 1-3 in Nashville for the Digiday Programmatic Marketing Summit
This inclusion from our sponsor concludes a four-part series exploring the characteristics of the CMO of the future, brought to you by [x+1].
Last year, J.C. Penney bet the house on traditional television advertising, and lost. Despite pouring nearly $80 million more into TV spots in 2012, its sales dropped nearly 30 percent. That same year, it cut display ad budgets by nearly $10 million, according to figures in Advertising Age from Kantar Media.
J.C. Penney’s traditional ad focus is not entirely to blame for its troubles, but the digital industry should be pointing to this serious misstep to highlight why it is time for digital executives to rise.
Watch the one-and-a-half minute video below to find out why [x+1] CEO John Nardone thinks the next generation of CMOs should come from digital ranks.
https://vimeo.com/60788678
More in Media
As publishers await click data, Google’s AI visibility push complicates the opt-out decision
Google is moving on two fronts: working up the U.K’s Competition and Markets Authority-mandated search opt-out publishers have long sought, while enhancing AI Overviews in ways that could make opting out less appealing.
WTF is the AI training opt-out policy token?
Major AI companies are backing a new AI training opt-out standard proposal for publishers, but it exposes deeper tensions over AI scraping.
Creators see promise in Instagram’s long-form push, but question whether exposure is enough
Instagram wants to pull long-form creators away from YouTube, but is it offering enough? Experts weigh in on the platform’s pivot.