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Definition

Digital media includes any online or digital means of transmitting marketing communications. Digital media currently includes—but is not limited to—websites, social networking environments, search engine ads, banner ads, email communications, streaming audio and video, online gaming, and mobile services.[1]

History

In the early 1990s, (now "traditional") media options consisted of TV, print, radio, cinema, and outdoor. In the mid-90s, the digital category began to emerge. At that time, digital media was used mainly to refer to banner advertising placements on a relatively small number of websites. Since that time, the emergence of digital media has become the most significant change to the industry since the advent of television.

References

  1. ^ American Association of Advertising Agencies (4As). A Marketer's Guide to Understanding the Economics of Digital Compared to Traditional Advertising and Media Services (Marketer's Guide Series). 2009. <https://ams.aaaa.org/eweb/upload/catalog/pdfs/mg18.pdf> [cited 18 November 2014].

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