Why digital isn’t working

The fastest growing, and by far the largest media channel, in 2017 isn’t mobile or social, it’s electrical media. Worth more than a whopping $500bn in 2017, electrical media is killing non-electrical media, thanks to growth in desktop, tablet, mobile, social, native, TV, radio and digital outdoor media around the world.
Electrical media is both very easy to define and entirely unhelpful.
To bundle together such disparate techniques with such very different meaning and strategies is b