Ad execs speaking at a digital media summit in New York this week said despite all the commotion having to do with the convergence of TV and the internet, a cultural divide separates the executives of the two media, MediaPost reports. The problem is more one of perception and communication than a clash of business models or value propositions, according to the article.
Measurement remains a problem, with even web-savvy media planners unable to make sense of complicated data provided by web publishers. Many also may mistrust internet numbers because the traditional ad agencies don't have their own internal interactive planning and buying capabilities.
On the other side, online executives are disdainful of Nielsen ratings metrics that network TV media planners and buyers rely on, and believe the ratings are faulty.
