The Line Does Not Exist - How all above-the-line advertising is becoming direct
In May 2010, ADMA's Multi-Channel Acquisition Council presented a fascinating seminar on ‘Are all channels now direct?
This paper is based on the seminar and explores how, with the rise and rise of technology and technological innovation, how virtually every form of above-the-line advertising is becoming direct.
The authors of the paper (Alison Ells and Chris Maloney) worked with a series of industry experts to review how different channels are responding to the increased pressure to remain relevant to consumers. The paper examines online advertising, interactive television, digital radio, outdoor advertising, mobile phones and print advertising and uncovers the ways in which they are evolving and integrating to deliver direct interactions with measurable gains and improved ROI.
We are very pleased to release this expanded and updated white paper - the line doesn't exist.
As always we welcome your comments.
