'There's no ceiling to the growth of digital media'

March 2006
Campaign;3/17/2006, Issue 11, p12
Trade Publication
The article discusses the growth of digital media. Specialists are important for providing digital solutions to clients. For clients where digital marketing channels are not too important or business-critical, a non-specialist may well be good enough to meet that client's needs. The IPA's Bellwether Report describes that clients are taking digital medium more seriously. More than three years of consistent budget growth has seen online budgets overtake radio, outdoor and cinema, with Web sites becoming central to many clients' business plans. To develop online's potential, a common currency that allows a confident teach and cost-per-thousand comparison between all media is required.


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