The Aegis Group reported yesterday that their worldwide advertising outlook is showing major upheavals in ad spend of all types of media.
Specifically, digital media, which includes pay-per-click advertising, online advertising, etc., is overtaking a number of traditional media. It has already overtaken radio in terms of ad spend and is expected to surpass outdoor advertising this year.
What role does online advertising plan in your advertising budget? Compared to radio? To outdoor? Are your competitors taking advantage of this trend and exploring digital options? If not, this could be an opportunity to gain competitive advantage.
Do you have a good story of how digital media has boosted your marketing program's performance? I would love to hear.