Practitioners' perceptions of advertising strategies for digital media

Yann Truong, Rod McColl and Philip Kitchen

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

Introduction

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...

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