DMC Australia’s MD Piers Hogarth-Scott was interviewed by Julian Lee in today’s SMH about how many viral campaigns today are missing their mark, and why advertisers need to lift their game in terms of measurement and metrics

So what if the clip has been seen by millions of people? How many influencers saw the clip and are advocating it to their peers? What impact is word of mouth having on sales? What level of sales uplift is attributed to this ad? What’s been said about the brand good and bad and how do we engage these people in a two-way dialogue?

Read the full article here.