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Advertising enters a new era

This is a great article in the NY Times talking about how the Internet is changing the way advertising is done.

One specific portion that leapt out is where it says there was a time that all research was pre or post. Now with web based advertising you can do on going tracking, measuring and optimising.

It also talks about the growing role that data oriented people are playing and will grow in the business that has traditionally been about creative ideas.

I wonder how many big businesses really practise this though.

There is a lot of data out there. How it is being used is a billion dollar Q.

I think the SMBs who have small budgets are optimising more than the big budget holders.

This may be the case till the % of spend on-line becomes more than off-line and the costs of optimisation and its outcomes are materially significant to invest in it.

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  1. June 1, 2009 at 3:44 pm

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