Traditional, Digital Agencies Clash Over Media Usage

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

MediaPost, 4/29/11

For the most part, digital and traditional advertising aren’t working too well together. A survey from Strata, a media-buying/selling software company, says that although digital continues to grow, there are major obstacles. One major one: “clients still do not fully comprehend the value of this form of media.”

Strata says its survey also reveals major hurdles in achieving cohesive campaign goals. Part of this comes from the digital side, which is fighting against a lack of advertiser demand and weak “channel effectiveness.”

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