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What is digital?

By Toby | November 2nd, 2006 | Advertising, Industry, Trend, Blogging

What is digital?Interesting comment about ‘digital’ agencies on Richard Huntington’s (Planning Director of United London) blog, AdLiterate.

Semantics? I think so. The difference between ‘Advertising’ agencies and ‘Digital’ agencies is less the technology or platforms and more the way audiences engage with them.

It doesn’t mean traditional planners don’t get it (well, not all of them). The same planning principles apply, it just adds another dimension in audience engagement and participation.

Think you might spot my comment!

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Comments

  1. By Addressable Advertising: The future is contextual at DCInteract Blog | November 28th, 2006 at 3:47 pm

    […] Ok, so us ‘digital‘ agencies have know it for ever. But it seems the grown-ups at the traditional agencies have started to see that the blunt instruments of TV and Radio spots can get clever with the right tech. […]

  2. By Adressable advertising: The future is contextual « t08yg | April 20th, 2007 at 3:01 pm

    […] Adressable advertising: The future is contextual Published November 28th, 2006 Uncategorized Ok, so those of us in ‘digital‘ agencies have known it for ever. But it seems the grown-ups at the traditional agencies have started to see that the blunt instruments of TV and Radio spots can get clever with the right tech.Picture this; you’re sat in front of the 32″ LCD that you can’t afford (I write from experience), it’s half-time in the live football and you’re watching a 30 second spot for a Ford Fiesta. Down the road your mate, who can afford his 50″ Plasma, is watching the same match and is seeing a 30 second spot for a Ford Mondeo ST. […]