Darren, respectfully I could not disagree more. The reason why web display advertising and most digital doesn’t ‘work’ is because it is a medium designed for and bought by Robots. Humanity pushes.
Email has been crushing and pushing traffic to web display advertising since forever because it is built for humans and requested by them. It’s manned – and womaned – by small teams with no algorithms other than segments of human customer behavior. It drives action.
Social is all pull yet no one buys on it because the context is wrong. People go there willingly to waste time. They are pulled by many things but rarely intent to buy.
Search is all push – it is the push (intent) by the consumer which triggers the content.
Without push there is no pull.