The digital era: diversification of diffusion channels
While television spots, prints and out-of-home advertising constitute the main diffusion channels up to 2005, the landscape has since split to an array of over 15 different media. This shift illustrates the multimodal digital world, where advertising creativity has adapted to new formats and conventions.
The proportion of prints and TV spots has decreased over time, but they still represent large numbers of campaigns each year. Meanwhile, digital film has become the dominant media, growing from 5% to 27% of collected ads between 2012 and 2021. New players include social media, applications, music video and gaming. Although still representing a minority of campaigns, these new media have been the setting of some incredibly creative and striking campaigns.