The short version

Marc Pritchard predicted on March 28, 2024: ““To grow markets, expand to reach all potential consumers,” he said. He emphasized: “The only currency that matters is sales dollars.” And on efficiency: “This is not just about negotiating the lowest CPMs. This is about growing sales among the people reached at a cost that generates a profitable return.” PRWeek summarizes: “Prichard…

Prediction by

Marc Pritchard

On March 28, 2024

““To grow markets, expand to reach all potential consumers,” he said. He emphasized: “The only currency that matters is sales dollars.” And on efficiency: “This is not just about negotiating the lowest CPMs. This is about growing sales among the people reached at a cost that generates a profitable return.” PRWeek summarizes: “Prichard rounded-out his speech at the ANA conference by underscoring the importance of integrating each of reach, effectiveness and efficiency. Bringing everything together, he believes, will see brands effectively achieve market growth.””

Follow-up

Industry discourse and practices increasingly emphasize business outcomes (sales) over media metrics and the integration of reach, effectiveness, and efficiency. This aligns with Pritchard's strategic forecast.

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