The long-standing debate over digital vs. traditional advertising is becoming increasingly irrelevant. As consumer behavior shifts, so does advertising, and in today’s media landscape, the lines between digital and traditional have blurred beyond recognition.
Oti Ukubeyinje, a prominent marketing professional and consumer data lead, recently shared insights on LinkedIn, challenging the conventional framing of the debate. He pointed out that the explosive growth in digital ad spending—expected to hit $800 billion globally by 2025—has less to do with digital’s inherent superiority and more to do with the natural migration of ad dollars following audience attention.
“The medium follows the audience, and advertising follows both,” he wrote. “What matters isn’t whether advertising is ‘digital’ or ‘traditional,’ but whether it effectively reaches and resonates with consumers where they are.”
He shared statistics to support this shift.
“Americans now spend over 7 hours daily on digital media, compared to just 3 hours on traditional platforms. The impact is evident across industries—Connected TV (CTV) ad spend grew 27% in 2024, reaching $25 billion, while digital out-of-home (DOOH) is projected to account for 45% of all OOH spending by 2025. Meanwhile, print media, one of the first casualties of digital transformation, has seen ad revenue plummet from $49 billion in 2006 to under $8 billion today.”
The conversation sparked engagement from industry professionals.
Tobi Adekunle, a product marketing expert, noted that the evolution is less about digital dominance and more about an “audience-first approach,” emphasizing that core advertising principles—relevance, reach, and resonance—remain unchanged.
“To be honest the distinction between digital and traditional advertising is blurring because technology has redefined how and where audiences engage with content. It’s not really about digital being inherently superior, it’s more about advertising evolving to meet consumers where they spend their time. Whether it’s CTV, DOOH, or digital audio, the medium may change, but the core principles of effective advertising remain the same: relevance, reach, and resonance,” he wrote.
Dotun Babatunde, a digital marketing professional, likened the shift to “old wine in a new bottle,” noting that while platforms change, the fundamentals of marketing communication stay the same.
Putting it more bluntly, Sena Quashie, a digital strategist wrote “Advertising is just advertising—digital is no longer a niche; it’s the infrastructure upon which most media now operates.”
This transition raises important questions for advertisers, especially in emerging markets like Nigeria. While digital adoption is on the rise, traditional media still holds strategic advantages in certain demographics, particularly among older audiences and regions with limited internet penetration. Additionally, audience fragmentation remains a challenge—with consumers spread across multiple platforms, brands must navigate an increasingly complex media mix to maintain visibility and impact.