©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
More than 92% of digital media and marketing pros DIGIDAY surveyed in our State of the Industry Survey on Digital Advertising agree that the business of advertising is undergoing a “seismic shift” to digital. Mike Baker, CEO of DataXu, in presenting the data drawn from 426 advertisers, agencies and publisher respondents at the DIGIDAY:ONMEDIA conference yesterday, said that “digital advertising is no longer the tail wagging the dog in media and marketing. It is the dog.”
Baker also coined the term “branded performance” to describe the shift that has gripped advertisers who seek demonstrable gains in reward for their increasing ad dollars. He said, “The digital medium is spawning a new behavior: mixing the top and the bottom of the purchase funnel together has a lot of momentum.” It then follows that digital advocates looking to accelerate the migration from traditional media to digital – or at least to a more converged media landscape – could do so by “driving towards performance.”