Traditional vs. Cutting Edge Digital

The internet, in all its myriad forms, has been touted as the ultimate measurable medium. However, the digital landscape and indeed the entire consumer-to-advertiser relationship has changed so dramatically over the last couple of years that it has made it difficult for marketers and their agencies to accurately measure return on investment (ROI).

As with all emerging technologies, the return on investment (ROI) is a key guideline when considering an investment in digital advertising, as it enables companies the chance to balance the benefits of an investment against the overall costs associated with it, reducing room for error. In the case of digital advertising, this will largely depend of the brand’s main goal; increasing public awareness, profit or brand value. 

This academic paper will break down the cause & effect procedure, using up-to-date motion capture techniques to visually explore the success of existing mediums against new innovations; reviewing campaign reach, profit & accreditation. From a brand’s prospective; should they be spending their budgets on traditional, yet safe above the line campaigns or opt for riskier, potential more expensive digital executions? We are always asked this question by our brands!

Alongside three of Clusta’s most prestigious brands; BCU & ClustaLabs will create a reliable testing procedure to review exactly what success is (per medium) and state potential areas of investment in the future.