When it comes to digital media, it becomes even more complex. Due to its measurability and various other factors, digital media requires more specialist skills and head-count to manage a myriad of various disciplines beyond strategy, planning and buying; such as implementation, reporting, optimisation etc. Should brands pay more for digital media services, and if so, is this a deterrent to digital media revenue growth? Does it really require specialists to manage digital media, and where else are media agencies making up for the shortfall in revenue?
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