The modern day ad agency really needs to be on as many relevant mediums as possible. The concept of focusing simply on traditional or simply on digital is behind us. Today, proper consolidation of voice and intent can work magic.
Take, for example, the cost of reaching 1000 people. As expected, social media comes in as the cheapest with Facebook and LinkedIn having major reach for the buck. What might be more surprising is that television still ranks in the middle of the pack (as it always has) and any thoughts that the medium is dying as a way to put out the message can be dismissed. Television still works. It’s still very necessary, particularly for big brands that need to get out a message and localized brands that want top-of-mind awareness.
A good advertising strategy should include both traditional and digital media working side-by-side.