KENJI GOVAERS: There are different ways tocompare traditional media and digital media.
Much of the discussion is usuallyabout engagement and targeting.
But Bain research has found that, actually, if youlook at it from a recall and a reach perspective, traditional media is actually quite efficient.
What we did is based on in-field surveys.
We analyzed the cost and the reachof traditional and digital media.
What we found out was fundamentally two things.
The first one was that the traditional media reach can goas high as 60%, while digital media tends to plateau at 30%.
So while digital media cost per impression could becheaper than traditional media, if you look at the ROI, traditional media is actually quite high.
The second learning was about the purchase intentions.
There's no single answer as to what is thebest platform between traditional and digital.
But what was interesting here was thatthe combination of traditional and digital was much more powerful than anysingle platform taken in isolation.
So what does that mean for the brands? For large brands with mass appeal, repeatand reach is still the name of the game, and traditional media is very, very important here.
For smaller brands, there could be a case to bemade to start with digital media at the beginning, because it's cost efficient.
But then as you want to increase your reach,you have to add traditional media to the mix.
So I guess what we're saying here is that, while alot of attention is being placed on digital media as a new platform for the future, I think it's very fair to saythat traditional media has a very, very big role to play still, especially from the perspective of reach and recallability.