Finding the optimal mix between ‘new’ and ‘old’ media

In today’s media landscape finding the most effective combination of media can be challenging. That’s why the Advertising Research Foundation has undertaken a study to determine the optimal mix of digital and traditional media by examining 5,000 campaigns worth $375 million in spending.

Their results found that despite the overwhelming shift to digital, the most effective campaigns spend 78 per cent on traditional advertising and 22 per cent on digital.

For Millennials the optimal mix is not that much different at 71 per cent for traditional and 29 per cent digital. “While young people may be embracing new media, that doesn’t always come at the expense of old media. They still make time to use both, often together,” the report says.

To read more about these findings, please click here.