Digital makes the brand connection

Charlie Dundas

Digital media is the activation that gets users to engage with the brand to get more out of the sponsorship, as German energy provider E.ON demonstrated with its successful online association with the FA Cup

Digital media can no longer be considered 'new' media. Display advertising is now well established and the majority of brands will include at least a basic use of digital media in their marketing communications.

Specialist digital agencies have sprung up to provide brands with support in this area and existing communications agencies of all types continue to build teams to service clients' requirements. This investment into resources and development of the medium by media owners and agencies alike reflects the ever increasing value of digital media.

With digital media, a key difference from established media channels is that new innovations are practically limitless, and for those brands that are willing and able, it is possible to break new ground in communication channels on a regular basis.