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
Retailers are rushing to build AI apps. It’s unclear if shoppers will use them
There are almost 900 apps on ChatGPT and 353 Claude connectors, according to AppDiscoverability.com, which tracks AI app data.
Why news publishers are getting into the sports business coverage
Yahoo and Dow Jones are betting on the booming sports business beat, launching new verticals to capture high-value audiences and advertisers.
From ad tech tax to AI data brokers: the new middlemen keep 100%, publishers say
For some publishers, third-party content scraping lands as an even bigger affront than the ad tech tax they’ve spent years navigating – not a share of the pie, but the pie itself.