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

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

By AdExchanger

SHARE:

2012 PredictionsThe 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:

Must Read

CTV

Roku Revamps Its Home Screen To Appease Both Consumers And Advertisers

Roku unveiled its new home screen, which includes new features designed to further personalize the home screen experience for each viewer.

CTV

Why Critics Say Email-Based IDs Don’t Work For CTV

Email targeting in CTV has a credibility problem as buyers and sellers question whether one-to-one identity even fits a channel built for broader reach.

PODCAST: AdExchanger Talks

How ‘Wrapped’ Insights Become Audience Segments

How does Spotify translate quirky Wrapped labels, like “divorced dad hipster,” into ad audiences? And is AI-generated content safe for brands? Spotify’s Global Head of Ad Product Katie English weighs in.

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

Pirated Sports Streams Are Warping TV’s Most Important Ratings

Although tides of ad revenue flow based on the ratings of certain tentpole TV events, a new crop of scammers now operate illicit sports livestreaming rings, and there’s almost nothing broadcasters can do about it.

CTV roundup

AI Is Redefining Premium Content – Which May Not Be A Good Thing

At AdExchanger’s Programmatic AI conference, media experts discussed how the rise of AI-generated content is changing the industry’s understanding of “premium” content.

The Big Story Podcast
PODCAST: The Big Story

Prog AI Live: AI’s Slippery Slop

Recorded live in Las Vegas at Prog AI, the AdExchanger team tackles a tricky question: As AI floods the feed with chaotic, addictive content and people engage with it, what does “premium” even mean anymore?

Popular

  1. AdExplainer

    The Programmatic Auction Is Changing In Real Time – Here’s How

    Two decades after the first RTB auction, programmatic is more complex than ever – and that’s before you even consider generative AI.

  2. Marketers

    Pirated Sports Streams Are Warping TV’s Most Important Ratings

    Although tides of ad revenue flow based on the ratings of certain tentpole TV events, a new crop of scammers now operate illicit sports livestreaming rings, and there’s almost nothing broadcasters can do about it.

  3. AI

    AI Needs Humans In The Lead, Not Just In The Loop, Says JPMorgan Chase Programmatic Lead

    Automation has its place, but good marketing still needs “heart and science,” according to JPMorgan Chase’s Melissa Bonnick. Humans aren’t going anywhere.

  4. Publishers

    Microsoft To Publishers: Don’t Block The AI Bots

    Rather than fighting the rising tide of AI search engines and agentic tools, Microsoft AI’s Nikhil Kolar says publishers and retailers should license access to their sites and create content that speaks directly to AI crawlers.

  5. CTV

    Why Critics Say Email-Based IDs Don’t Work For CTV

    Email targeting in CTV has a credibility problem as buyers and sellers question whether one-to-one identity even fits a channel built for broader reach.