LONDON: The contest between traditional and digital media is growing increasingly intense in the downturn, and unless mediums like commercial TV and radio can take a more global approach, they may end up on the losing side, according to WARC's regular columnist, Tummler.

Tummler argues that Marshall McLuhan recognised the existence of the global media and marketing village in the 1960s, but it took the best part of 25 years for brands and agencies to do the same.

However, he also asserts that "in the face of McLuhan's other famous aphorism, media failed to get the message," as demonstrated by the continuing absence of a worldwide body to represent commercial TV and radio, outdoor and direct mail.

As such, "when it come to effective marketing of their respective wares, online advertising is to traditional media what Muhammad Ali was to Sonny Liston," he continues.

This is demonstrated by the roll of the IAB – known as the Interactive Advertising Bureau in the US and Internet Advertising Bureau in a number of other countries, including the UK.

Not only do these various national organisations boast a "worldwide consistency of approach", but they also have a unity in branding that creates the impression of a "global footprint – despite the absence of a single global entity," Tummler argues.

To read Tummler's latest column in full, click here.

Data sourced from WARC