Marketers undervalue the impact of traditional media channels

Marketers are overestimating the effectiveness and value of digital media channels such as online video and social media compared to more traditional formats such as TV, according to a new study.

Calling for a re-evaluation of where marketers spend their budgets, new research from Radiocentre and Ebiquity highlights a disconnect between the scale of investment pumped into online media and the value it delivers. It also reveals key industry decision-makers are significantly undervaluing traditional forms of media.

Lees verder op Marketingweek