I read an adage story today about $80 billion dollar online spend figure to be overhyped. I don’t think so.
Here was the best line from the CEO of Publicis, Mark Hass.
“…consumers are also proving effective, if unpredictable, carriers of brand messages…” “Advertising ought to be designed to support the social-media program, because the tip of the marketing spear ought to be the consumer-generated-media piece,” Mr. Hass said. “Let’s see where consumers take the product and brand, and shape advertising and rest of the marketing opportunities around that.”
The big money is flowing from TV to online. It will be the display money that will remain the same, but the display ad unit will be different. Why? The medium is different. Content is the ad.
The problem is that the technical infrastructure hasn’t caught up with the market need. All of entrepreneurs better hurry up.
I guess that I’ll continue to bang on the drum – again. This is the future of online advertising.