Viewpoint: A Framework for Advertising in the Digital Age
Stephen J. KimMicrosoft Advertising
Marketers large and small across the globe are sprinting to react to consumers' new digital behaviors and the accompanying evolving attitudes toward advertising. While advertisers and agencies are making great advances in creating campaigns deploying search, display, mobile, streaming video, gaming, social media, gadgets, and digital media channels, most practitioners readily acknowledge that the road ahead is neither easy nor clearly marked. In this environment, as well as for the future, it is critical to develop an advertising framework that pays special attention to the consumer...