Fellow senior buy side guy. Used to work at a top search agency and am now client side. This is the correct answer. At that scale focus groups, surveys, econom

Fellow senior buy side guy. Used to work at a top search agency and am now client side. This is the correct answer. At that scale focus groups, surveys, econometric modeling, etc. are what determine success. The harder part is for mid size advertisers who don't have the budget to move the needle to make those things viable, but still need to be branding heavy. Beyond that, digital is way more trackable and often more efficient as a result, even on the branding side.