Digital media is a more effective ad channel than traditional media but advertisers are being held back by lack of experience and budget, according to RedShift Research
A survey on behalf of new interactive communications company Oxygen8 found 74% of organisations feel internet or email advertising is the most effective channel for connecting with consumers.
Only 5% felt radio or TV were the most effective channels, less even than SMS and MMS (8%).
Media companies are relying more on mobile and email, with 83% agreeing that SMS and email are their most effective channel, whereas only 63% of corporate responders agreed with this statement.
In fact, with only 13% of media companies and 23% of corporates believing that traditional media is still more important than digital. It's only lack of budget and experience that remain as barriers to companies using digital media.