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Everything we took as absolute in the ad industry 15 years ago has exploded. Presenting at the Commercial Radio Conference in Australia in October last year, marketing guru Professor Mark Ritson pointed out that 15 years ago you wouldn’t have believed that, worldwide, digital advertising would outstrip all other sectors by 2020 (which all predictions say it will.) Even more unbelievable is the fact that more than 50% of all advertising in 2020 will go to just two companies, Facebook and Google. Perceived wisdom says the losers are going to be traditional media: it’s already a disaster for print and press, while the demise of TV and radio is inevitable. This is a plausible prediction — but only if you’re unable to see beyond a narrow definition of media as either traditional or digital. Ritson busts the myth that we can define advertising in narrow terms of two clear and distinct columns: boring and unmeasurable traditional media on the one side and sexy and measurable digital on the...

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