"For broad reach and awareness, the offline media work best," Ms. Bechtold said.
Most marketers will continue to rely on offline media to build their brands.
"Your offline media can drive people to the Web, where you can tell a story more richly," Ms. Fierens said.
Automotive branding campaigns span a variety of online and offline media including display ads, billboards and TV ads, but the same cannot be said for leads and conversions in the automotive market, which take place almost exclusively offline.
Concept Farm, New York, will handle advertising; the Zimmerman Agency, Tallahassee, Fla., will handle public relations; and U.S. International Media, New York, will handle online and offline media.
The role is not unlike the way agencies have long connected advertisers to offline media like television networks, newspapers and magazines.
As a result, various webzines appeared, offering the kind of thing normally supplied by the offline media, albeit with a few interactive knobs on.
But, as a tablet, the apps available for iOS or Android for offline media consumption or similar are missing, as are mobile games.
For most products, outdoor advertising is "the worst-performing of all offline media", says Ian Fermor of Ebiquity, a company that measures such things.
Video clips produced to encourage the New York State legislature to approve same-sex marriage are appearing for the first time in offline media.
