Dispatch from an advertising future #15

The ‘Digital Token’: Proving Experiential Works

You can’t avoid them. If you are out and about in the city; if you’re shopping; if you’re taking the kids out for the day you’re going to stumble through ‘experiences’. Ever since agencies had themselves branded the ‘experience economy’ and brands had grasped at the next big thing, public spaces had become experiences — smart, dumb, pop-up, embedded… the choice was extensive if unavoidable.

And after those same agencies had generated the hype, they sold the need for measurement. Phones and…