Understanding The Economics Of Digital Compared To Traditional Advertising And Media Services

This paper provides a reference tool for marketing practitioners to better understand the Digital marketing space with a focus on advertising and media agency services. As the world continues to move rapidly into the Digital age, advertisers and their agencies are facing an increasing challenge - understanding the operational and economic ramifications of migrating traditional creative and media thinking and approaches into the Digital era. This challenge often creates friction, inefficiency and waste in client/agency relationships as traditional players on either side, or both, apply traditional practices (or expect traditional outcomes) without an understanding of very different Digital norms and economics.