Digital ads fall short

Warc

LONDON: Digital media lagged behind traditional channels in terms of delivering effective advertising last year, a new study has found.

The Fournaise Marketing Group tracked 2,000 ads, campaigns and communications strategies in 12 countries, based on factors such as stimulating demand, prospects, conversion and sales.

Despite the rise of tablets, smartphones and social networks, it reported digital ad effectiveness fell by 4% annually, the first decline on record. Read more

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