Advertising agencies - do the they promote or hinder advertisers' use of new media?

What is it about?

This research examines the intermediary roles that advertising agencies perform between small local advertisers and a mobile advertising service provider. A real-life experiment of new mobile advertising system shows that agencies play three types of roles. They connect, mediate, but also inhibite their clients to start using new media. Thus, ad agencies influence the value created not only for their clients’ but also for themselves and the advertising media provider.

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Why is it important?

The intermediary roles have been left unexplored, although the advertising agencies influence their client’s decisions to use new media.