Are digital media agencies pushing brands into digital media too quickly?
A recent Ebiquity article suggests that brands are moving digital media spend from traditional (mainly TV) to digital too quickly driven by media agencies who earn higher commissions and margins on (less regulated) digital media buys. This results in inefficiencies and brands not seeing the results they are looking for (in environments they do not fully understand).
Is the digital media spend % of total media actually be used? How do brands get it right and spend according to their distinct objectives?