Throughout the history of advertising there has been a contrast between broadcasting and a more direct approach – something we now refer to as 'broadcasting vs. narrowcasting'. Technological advances have served only to increase the tension between these two approaches and the arguments have taken on a more entrenched, black-and-white rationale: on the one hand, 'broadcasting advertising is a dinosaur and it doesn't work'; and on the other hand, 'digital is all scam and no efficiency'. Sadly, often the argument is based solely on assumption, not facts. Often it is an argument aimed at destroying the opposition, rather than trying to make good use of the tools we have at our disposal to make things better.

Until the 1980s, there were a limited number of TV channels in most countries. The programmes were almost a part of the social glue: everyone knew what had happened the previous night on TV and talked about it the next day. Advertising could buy itself a way to appear in front of the masses.