IAB Engage 2008: The case for 100% digital

It is inevitable that advertising will become 100% digital, according to Justin Billingsley, brand director at mobile phone company Orange.

Speaking at yesterday’s IAB Engage conference, Billingsley said: “It is a crushing inevitability that we will all be 100% digital.”

There are only two reasons for using offline advertising, he said. One is that the over 50 white males in board rooms want to see their offline ads, while the second is that agencies need to change from a digital agnostic approach.

Billingsley also spoke about Barak Obama’s election campaign, which saw his internet savvy supporters galvanise voters across the US. “He can teach us a hell of a lot about how to use digital,” he said.

He added: “In a year from now people won’t be talking about his 30 minute advert. They’ll be talking about the user generated content.”

Orange: www.orange.co.uk