Digital media channels — especially social and search — have emerged as the most popular elements of the media mix among local advertisers, but local ad agencies think they are relying on it too much relative to traditional analog media. That’s one of the striking findings of two separate surveys of local advertisers and local ad agencies fielded by industry researcher Borrell.
While only 5% of local advertisers believe they have become “over-reliant” on digital media, three times as many (16%) of local agency respondents believe their clients have.
