WATCH: Peter Field - Effectiveness in the Evolving Media Landscape

Posted 3 May 2017.

​CAANZ in partnership with TVNZ presents: Peter Field - Effectiveness in the Evolving Media Landscape.

The keynote address was held at TVNZ on 23 March 2017.

INTRODUCTION: We have a problem, seven in fact

PROBLEM 1: Short Termism

PROBLEM 2: The myth of the death of mass marketing

PROBLEM 3: Ignoring the power of video

PROBLEM 4: Obsession with unpaid media

PROBLEM 5: Fanatical pursuit of ROI

PROBLEM 6: The pursuit of ‘timely and relevant offers’

PROBLEM 7: Damaging activation overweighting