Spending Advertising Money in the Digital Age: How to Navigate the Media FlowSeismic changes are occurring in the world of advertising due to the inexorable rise of new technologies and the way consumers are using new media. These changes in behaviour are challenging accepted ways of using the media to build brands. Based on data from the IPA Effectiveness Awards databank and from IPA TouchPoints, the world's first customer centric media habits survey, plus research from Nielsen and Millward Brown, the authors propose a new