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There’s value in (almost) every channel. How much in each depends on brand, target audience, message, brand/mktg goals, and media budget.
Just depends who the target market is. There are very much still brands whose main customer base spends very little time online.
Also, just my personal perspective, I feel like digital as it’s traditionally understood is probably the biggest waist of money for most brands. Cramming a full ass Cadillac commercial into the bottom corner of a news article I’m reading ain’t doing anything for anyone.
“ . . . ain’t doin’ nuthin’ for nobody . . .”
(“I agree complicitly!” — Leo Gorcey paraphrase)
Depends on audience, alignment, and creative execution. I’m generally not a fan of digital formats (OLV/Display) bc I find them spammy and intrusive. I am fond of Native and I’ve made many purchases from Social, but every client is different.
I haven’t done print in forever on my clients but it can be effective for the right brand/product. Fragrances do well in print because it’s one of the only mediums outside of a store where people can actually smell the product. Pharma likes print because it reserves a whole page for creative, and a back page for side effects. Same with TV, it’s the only format where you can run a 60s ad with enough time for the disclaimers. Sometimes it’s a fit, other times it’s what you can do while staying compliant
Not really, I mean, traditional things still have it's place. There’s value in print and TV for some audiences and brands, to build trust and credibility for luxury or local campaigns, but usually only when it’s tightly integrated with digital strategies. Most clients are moving to digital for reach and analytics. So you’re not alone in being skeptical.