I create and execute ad plans for clients and there is no "one size fits all" answer to this question. Retail clients have vastly different marketing needs than B2B clients and different retailers have different target markets which dictate the direction of the advertising options. I've planned and placed media for 25 years and have incorporated social and digital ads into the mix for most of the past decade. This is a complicated question to answer and needs a customized solution for each client's needs.