Overall, digital has taken centre stage in media buying strategies for advertisers. In 2017, American advertisers allocated 43.6% of their advertising budget into digital, compared to 60% in the UK and 59.6% in China.
Media mix designates, for a given advertiser, the breakdown of advertising investments by media. It encompasses all advertising channels, such as television, radio, press, out-of-home posters, digital ads, etc. – and varies over time.