For instance, given that our ability to recollect an ad message in the last 5 years has dropped from 1 day to 2.5 hours, what typically happens is that the next logical action from an exposure to any message is then Searching on Google (or others).

We’ve used in the past “Search call to actions” in ATL advertising generating a significant level of accountability in respect of the resonating messaging REALLY moving consumer’s attention.

Further to this there’s also another important and often forgotten aspect. Advertising exist in order to sell products, so not focusing of what happens after we’ve created that initial Engagement with the consumer is like going to the restaurant and forgetting to eat.

Consumers now are using Window shopping->online Purchase or online shopping-physical store purchase without any distinction. Creating 100% accountability means also creating that tie-in between digital and high street shopping that truly shows where the precious marketing $$ have actually gone.

So…this is really what 100% accountability through digital actually means.