Media owners who belong to any of these groups may well be encouraged to hear these words coming from a senior figure in one of the world's leading creative agencies. 

According to Tony Granger, the chief creative officer at Y&R, these traditional (although I always prefer the word classic) channels have been re-invigorated by the advance of digital technology, and for what it's worth, I agree with him. 

The industry is finally catching up with the technology. For instance, brands increasingly understand that digital OOH doesn't necessarily mean regular poster artwork displayed by LED, and that the consumer engagement opportunities digital offers allow brands to experiment with some truly innovative ideas. 

To read more words of wisdom from Mr Granger, read the full interview here.