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Stop counting impressions, and start making them
Not much about the future of advertising looks certain right now. Will newspapers become a niche medium? Will advertisers stop footing the bill for network TV if they don't get more control over content? Will Google find a way to monetize YouTube before Hulu steals its whole audience? And in the short term, what's going to happen to those of us who rely on marketing budgets to keep our companies afloat?
Amid the chaos, a few certainties have emerged. Among them is the idea that, at least over the next year, advertisers will try to make the most of their smaller budgets by putting their money into digital media. They're doing this not only because advertising dollars go further on the web, but because those dollars are more easily tracked, measured, and accounted for online. Which means now is as good a time as any to talk about why that's such a bad idea.
Read the full article on iMedia Connection
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