It looks like the online advertising experiment of the past 2 years seems to be over, for now. In a story by Nat Ives (adage.com) it reports that TNS Media Intelligence have reported a 1.7% increase in online spending. Mind you, an industry that is now worth US$152.3b won’t be complaining.
One of the things I’m yet to see is an honest measurement system for online ads. Some of the local measurement companies have very dubious measurement systems. My favourite is to cookie a user as seeing a particular ad. Then if that user goes tot he target site days later it is consider a hit. Give me a break!!!
The media playing field will start to level as the money is evenly spread to capture the target audience. I think the online ad industry has finally worked out the people who use the internet also listen to the radio, TV and read magazines.
Locally some of the big Media players such as Harold Mitchell have wrangled some very sweet TV deals. I can see a short term sway back to TV until the ROI reports start to roll in.
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