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:
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- Real-Time Bidding Capitulation And Ad Tech Acquisitions By Agencies In 2012 Says Fox News Steinberg
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- A Digital Creative Revolution Will Ignite In 2012 Says IAB CEO Rothenberg
- Agencies To Reap The Benefits Of Behaving More Like Silicon Valley In 2012 Says 4A’s Prez Nancy Hill
- At Some Point In The Future There Won’t Be Digital Ad Agencies Says ANA’s Duggan