Digital: It's not just for direct response anymore

12/13/2011 | Direct Marketing News

Two keynote speakers at Digiday 2011 emphasized the versatility of digital channels for creative ad campaigns. IAB's Randall Rothenberg said digital media presents "more creative opportunities than any preceding medium in the history of the universe." 4A's Nancy Hill echoed the sentiment, adding that the cost-per-impression model has led to using digital too narrowly for direct response. Rothenberg suggested that a new compensation paradigm should be developed with industry consensus.

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