The Surprising Economics of Digital Advertising

NEW YORK It is commonly held as a self-evident truth that digital advertising is cheaper to produce than traditional advertising. Stories abound of low-cost online executions that have taken on lives of their own on the Internet, reaching millions of consumers with zero media spending. Just ask the Subservient Chicken or go and elf yourself.

But a white paper being released today by the American Association of Advertising Agencies argues the opposite.

“A Marketer’s Guide to Understanding the Economics of Digital Compared to Traditional Advertising and Media Services” was written by Joe Burton, evp and COO of McCann Worldgroup’s San Francisco operation.

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