New Media Age: Industry needs vision to take online ads into the mainstream

Interactive work is seen as the bottom rung of the ladder in traditional agencies, with all the budding young creatives desperate to move up into TV; and budgets for online work are far smaller than offline, so while the percentage paid for creative work is similar, the actual amounts of money involved are less.

In my opinion, the next few years will see ad agencies paying a lot more attention to the online environment. However, I'm not convinced that this will do "the industry" much good, as I expect the majority of the money to be spent on video-based initiative such as BMWFilms, where 95% of the cash was directed at the creative, rather than the media.

There is already a trend towards consumer brands creating their own media channels, and from what I'm hearing, that process is set to accelerate.