:

Online Advertising

At Some Point In The Future There Won’t Be Digital Ad Agencies Says ANA’s Duggan

Tuesday, December 13th, 2011 – 9:52 am

SHARE:

2012 Predictions The 2012 version of the AdExchanger.com “predictions” piece comes with a twist as a selection of industry execs offer their thoughts on the following question:

“What’s going to happen next year in advertising that hasn’t happened before? And why?”

Bill Duggan, Group Executive Vice President of the Association Of National Advertisers (ANA), offers his views.

At some point in the future there won’t be digital ad agencies. We won’t be talking about digital advertising or digital media. And the ANA will no longer have our Digital Marketing Committee. As digital becomes entrenched in all aspects of our lives, digital will be a given rather than a term used to define a special type of advertising agency or medium.

My specific prediction for 2012 is that the advertising industry will stop using the term “digital” in front of the word “agency.” To use the term digital advertising agency implies that there are also non-digital advertising agencies. And if any such agencies really still exist, they will soon be extinct.

So death to digital – at least in as it relates to digital advertising agencies.

Read more predictions:

Tagged in:

ana

//

duggan

//

Online Advertising

//

predictions

Next In Online Advertising

Agencies To Reap The Benefits Of Behaving More Like Silicon Valley In 2012 Says 4A's Prez Nancy Hill

Must Read

Sweetgreen Tapped Atmosphere TV To Introduce World Cup Viewers To Its Wraps

Sweetgreen turned the World Cup into a marketing moment for its new wraps, running video ads in public viewing spaces through Atmosphere TV.

Amazon Crushes Earnings And Reaches Almost $20 Billion In Q2 Ad Revenue

Amazon’s advertising businesses earned a total $19.8 billion in Q2, the company reported in its quarterly earnings on Thursday. That’s up from $15.7 billion in Q2 2025, and good for a 26% year over year growth rate.

Los Angeles, California - 26 February 2023: Reddit social media platform displayed on smart device

Reddit Had A Great Q2, But Investors Have AI Search Jitters

Guess there’s no pleasing investors. Despite Reddit delivering an objectively solid Q2, its stock cratered, in part because of search-related headwinds and low referral traffic.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Meta’s Expenses Are Growing Faster Than Its Revenue, Thanks To Lawsuits And AI

A combination of layoffs, lawsuits and AI operating costs set back Meta’s Q2 earnings, despite increased revenue.

Omnicom Investors Cheer IPG Sell-Off, Despite Weak Ad Spend In Q2

Omnicom is halfway through a major sell-off of IPG agencies. Its future looks healthier as it prunes lower-growth firms, including eliminating certain specialist firms and overlapping agencies in certain countries.

Hundreds of emails, depositions and other documents have been unsealed in the lead-up to the Google antitrust trial, providing a fascinating look at how Google talked about its own products when no one else was watching – especially tools to counteract the rise of header bidding.

Why PubMatic Ditched Its Prebid Web Wrapper, But Never Its SDK

Earlier this month, PubMatic shelved its Prebid integration wrapper, known as OpenWrap Web, and announced it would begin recommending Playwire as an offloading-onboarding partner for the 250-odd publishers that use its wrapper.