The Digital Campaign Index

In 2004, Chanel produced the most expensive TV commercial in history. The two-minute commercial (see Appendix A), directed by Baz Luhrmann, starring Nicole Kidman and Rodrigo Santoro, cost $ 33 million, and no other brand is unlikely to stop it. Even the 2011 Chrysler “Imported from Detroit” ad, the most expensive Super Bowl ad of all time, cost just $ 12.4 million, and more importantly, the dominant ad medium is no longer TV. More money was spent on internet advertising in 2016 than was first spent on television1, although the transition was not perfect. While performance marketing flourishes online, where every action can be measured and optimized, brand marketing struggles to stay relevant. As a result, marketers are beginning to cultivate a new kind of relationship between the brand and the consumer, embracing social media and enabling more meaningful engagement. Previously referred to as “direct response”, performance marketing has adapted to the digital world, where it can be tracked in real-time. For example, instead of sending a coupon to thousands of homes near a company’s main store, marketers today can target consumers who have already shown buying intensity, using a targeted email list. Optional location or by advertising relevant search terms on Google because of the wealth of data available, they can clearly evaluate and optimize actions that lead to increased revenue.