Why do marketers not test digital ads more often?
(World News Science)

A new article on our website explores why testing ads is just as important in the digital domain as it is for TV. But I cannot help but wonder if the authors are not being too rational in their analysis. Yes, testing will improve sales response but some marketers just don`t seem to think that is important. Stephen Phillips, CEO of ZappiStore, and Daren Poole, Global Brand Director Creative Development at Kantar Millward Brown, acknowledge that some marketers have doubts about testing digital ads...