An independent, story-first approach can deliver on the promise of true integration.
There’s a popular TV show. An engaged couple are given a budget to plan their dream wedding. The catch? The entire process is left up to the groom. The bride only discovers the details on the day.
Invariably the groom knows his fiancée’s broad likes and dislikes, and vaguely what style of wedding she would like. But when push comes to shove, he blows 70 per cent of the budget on the stag do, a free bar and a DJ only he likes. The poor bride gets to the church in the back of her dad’s Toyota, there’s no budget for dress alterations and the wedding breakfast is courtesy of her future husband’s cousin’s take-away business.
A wedding. But it’s not an experience anyone wants to relive any time soon. But then this style of planning was never going to be a rip-roaring success.
This is exactly what happens with ad networks. Despite marketers paying for a coherent network approach, they often end up with campaigns that reflect the network’s priorities.