iMediaConnection: Jaffe Juice: Rock the Vote
Joe Jaffe summarizes how a recent poll on AdWeek was turned around a bit by rallying the online industry troops to vote for our industry. The question was, "Is online advertising finally living up to its hype?"
Without the participation of those of us in the industry, the results were resoundingly in disagreement with that statement. With our participation, the results turned a bit but the net was still heavily in disagreement with the question.
Interestingly, many of us in the industry do not agree with the statement and think the industry still has a long way to go before there are more traditional media folks like Starcom's Jack Klues out there buying into the medium. (Even if he only sees it as a place to air TV spots.)
Related Posts:
Biz Week Lauds Online Ad Recovery
Major Brands Shift Ad Budgets Online
McDonald's Does Less TV and More Digital Media
We do have a long way to go. This is a very difficult medium for the average advertiser to grasp. Traditions die hard. This is a big hurdle to get over. It is just too easy to put togehter a media program that is still very succesful in reaching it's objectives WITHOUT the use of the Internet. People are lazy. They like there nice, neat TV, radio, and print schedules. It's familiar territory.
Even with the industry's recent moves toward standardization and better use of rich media, an online program can still be brushed off by agency executives as "…it's just not there yet." Believe me, I have heard this many times.
Anyone out there have any brilliant ideas on how we can create a situation where this same question is answered in the resoundingly affirmative 12 months from now? The Comment section is open.
