AdVent: James Connelly, CEO at Fetch, explains why he is fed up of 'shit digital advertising'
As the end of 2017 approaches, The Drum has asked leaders in the industry what has put a bee in their bonnet this year via the medium of AdVent.
In the video above, James Connelly, the chief executive at Fetch, shared his gripes about “shit digital advertising”, with a particular focus on last-click.
Remarking that it hinders the creative industry, Connelly said: “We are obsessed with measuring performance on digital advertising on a last-click basis, and naturally that rewards the promotional end of advertising and not the persuasion end.
“So all the performance style adverts, which are typically less creative, are looking like they are performing really well so advertisers are continuing to invest.”
Watch out for more entries into the AdVent series throughout the week.