Last week Sir Martin Sorell, chief executive of WPP, the biggest global ad agency, shared two surprises. One is quite remarkable: the recovery of old media. Not all though. Newspapers, particularly regional papers still suffer. Magazines slowly see budgets come back.
TV, in most countries the main advertising medium, is by far the old media winner.
Campaigns to persuade people to consider one product over another, or actually go out and buy something, are well suited to digital outfits, with their superior ability to track and segment audiences. Experiments with social media are on the rise.
But, when awareness has to be created or emotional experiences need to be offered, TV is the medium to be.
The whole article can be found here. The box rocks.