RISE OF THE MACHINE
Digital is a tough channel to sum up these days when it’s seemingly everywhere and cross-stitched into platfoms that we now refer to as ‘traditional’ media. Every article in a paper has its online equivalent; every radio show can be streamed at leisure and even television itself is technically digital.
Colenso BBDO head of innovation and ventures Gavin Becker says we’re getting to a point now where digital is starting to eclipse traditional channels.
“I think we are seeing brands using [digital] more effectively. Not seeing it through one channel but seeing ways to look across the ecosystems or the connected systems of digital,” he says.
Looking at it this way, the word ‘digital’ seems a little outmoded, considering how embedded it is with traditional media and our daily lives, but Becker says for
