A survey of members of the 4A's and the Association of National Advertisers asked agencies and clients on what factors inhibit the integration of digital and traditional media efforts. On the marketer side, respondents felt a lack of c-suite digital know-how was a factor, while agencies expressed concern about how clients understood the ways in which digital media are consumed. "Agencies and clients alike need to work together to educate internal and external constituents to demonstrate the value of well-thought-out multichannel approaches," 4A's President and CEO Nancy Hill said.

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