NewMediaZero: Media owners call for more creative online work

A British panel of media owners and agency people at least partially blamed lame creative for creating an environment in which online advertising remains an afterthought for most marketers. An AOL UK representative pointed out the harsh fact that "Online ads don't attract the same kind of attention as TV does and therefore they don't attract the best [creatives]." Glue's marketing director agreed, saying that most online groups aren't structured creatively to do good work: "85 percent of online ads out there are wallpaper, something you or I could knock up on the back of a fag packet."