Measuring digital media and beyond

Richard Foan

Experts suggest that the first cave paintings, dating back some 40,000 years, may have been used to 'advertise' the presence of large game in the area to other hunters. Since then, as man has evolved, so have our methods of communicating with one another.

Just 25 years ago we relied heavily on very few established routes to communicate with one another, which provided brands with channels to advertise to consumers. Focus was on the post and telephone, television and radio, and the opportunities presented through advertising in newspapers and magazines, and on outdoor sites from billboards to buses.

The most radical, sweeping changes have taken place during the last 10 to 15 years, as methods of digital communication have grown to become arguably the most important tools we have at our disposal.