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Variety is not always the spice of life. If anything, it’s proving to be the bane of online advertising, with advertisers demanding all kinds of innovations to connect with audiences in these harrowing times.
That spells huge production costs and time spent, given that each online ad can have umpteen sizes and specifications and be presented in diverse ways. A digital specialist tells me that these costs can range from 2-4% of media costs, higher than usual for offline ads.

Read the full story in The Wall Street Journal