Practitioners' perceptions of advertising strategies for digital media

Digital advertising is set to become a serious challenger within the rapidly changing media landscape.

Practitioners' perceptions of advertising strategies for digital media

Yann Truong and Rod McColl

ESC Rennes Business School

Philip Kitchen

University of Hull, ESC Rennes Business School


In 2008, global business directly or indirectly connected to digital media was worth €2,740 billion including sales of 1.25 billion mobile phones (+6% from 2007), 302 million PCs (+11%) and 94 million LCD screens (+30%) according to Idate (2009). Future growth in the broadband market is assured given current PC penetration rates of below 20% (Idate 2009). In terms of usage, many consumers now spend more time navigating online than viewing...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands