From drunkenness to sobriety: is digital becoming just another normal media channel?
Two years ago a media director at an advertiser or agency would have been crazy to question whether digital spending should grow and grow year after year. Consumers are spending more and more time on digital Screens after all. That´s a fact. But advertisers are getting to a stage where digital spending is being scrutinised, especially regarding effectiveness. Are we moving to an era where digital should stand ist ground and defend its place on the media plan? Just like any other media channel?