Digital vs Analog

Reading an article mentioning about the digital media is gaining about 12% of overall advertising spend in 2009, and is likely to grow to about 21% in five years.

Though I'm working as a media rep for certain media from East Malaysia now, most of my media portfolio are formed by various traditional media, namely newspaper, magazine and ambient media. Until i read this article, I was a bit surprise that someone is able to predict the number of growth during this economic crisis period.

Plenty of marketers or advertisers were halted for spending in digital media due to the insufficient evaluation tools to support their dollar spending. Majority of the decision makers are still conventional in putting their budget for showing the board of directors that the number looks GREAT based on the ROI or CPM.

However, this recession has catalyzed the digital media to gain numerous weight from the struggling advertisers, who wanted to maintain its product awareness yet has insufficient funds for advertising. The interactive media becomes a better choice due to the interaction, creativity and direct message to its right audience.

Inevitably, we are living at a digital world and these new channels offer the advertiser control on so many more levels particularly in being able to interactively self engage a targeted audience, accurately measure performance and respond accordingly!

BTW, im still very supportive for traditional media, simply because I believe that this is the cheapest and fastest way to access to latest information while Malaysia is still struggling to improve the penetration of Internet as well as the "largo"broadband speed....