More and more, consumers use the internet to find information. This shift towards all things digital has fundamentally transformed how brands communicate with their audiences—how messages can be shared with those for which they are intended. But even as digital media takes over a larger slice of media buys, traditional marketing channels still holds their ground in media plans. Whether listening to the radio on the way to work, watching the news on TV, or reading a magazine at the doctor’s office, consumers continue to come in contact with traditional media throughout their day. Other times, these consumers multitask, exposing themselves to both digital and traditional media, like researching their next dream vacation on their tablet while watching television. Because of this, it’s important to find a harmonious mix between both traditional and digital media buying
in order to reach your target audience.