The Future of Advertising - Fixed in an...
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Fixed in an archipelago of art galleries and airy cafes at the periphery of Chicago's North Loop, the offices of ClearGauge have the hip, slightly subversive look you'd expect of a boutique advertising agency. Except that where the halls of other agencies regale visitors with blowups of their all-important creative, ClearGauge has proudly plopped a wicked-looking bank of servers front and center against the exposed concrete walls. It's a tip-off to the agency's sensibilities -- and to a sea change in the advertising industry.
Advertising has long been a sort of black art with a murky ROI, and for a simple reason: Clients rarely know for sure who sees their ads, let alone whether the ads influence anyone. Even though companies spend a third of a trillion dollars a year on advertising, those ads often end up being irrelevant to the people who see them. On average, Americans are subject to some 3,000 essentially random pitches per day. Two-thirds of people surveyed in a Yankelovich Partners study said they feel "constantly bombarded" by ads, and 59% said the ads they see have little or no relevance to them. No wonder so many people dislike and ignore advertising, and so many business owners feel gun-shy about investing in serious campaigns.
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