Advertising Media Issues for 2009/Video Interview

Matthew Schwartz of ScribeMedia, a cutting edge web video content company, recently interviewed Gene DeWitt on the subject of what the future holds for the ad media world, specifically what media and agencies can expect in the coming months.

The video, which last 25 minutes, can be found at this link. As always, your comments are welcome.

Comments

[Dong]

Gene,

That was a great interview, very insightful. I think it would be very hard to convince upper management to spend more money in media when its already a challenge to get little things approved. I think clients and agencies need to capitalize on how weak the economy is and buy ad time and space for cheap to increase market share. But most advertisers will probably cut spending due to the self fulfilling prophecy on how bad the economy is which will only get worse in the coming year. Fear is the exact word that describes the current environment, but people like Warren Buffet loves fear.

So far in my experience, big agencies are not very cost effective. I don't know why they need an assistant to an assistant and so forth. There is a lot of down time working in big agencies and I think people can learn more disciplines so there won't be such a big disconnect when talking to each other as well as increasing productivity. Like you said, a lot of redundancies, and duplicated efforts.

I agree that internet marketing still has at least a generation to mature more. There is still nothing better than print and tv ads. I think my generation have gotten so use to internet ads, i.e. banners, popups, videos that we largely ignore it. The ads look like phonebook ads, especially those on social websites such as facebook. And nowadays people have programs to block all advertisement, especially less sophisticated sites that use 3rd party services.

Eventually the internet and the digital world will develop into something as effective as TV, but banner ads aren't cutting it. Ideally ads will reach the targeted audience but that technology still has a long way to go. So for now I think it's safer for advertisers to use their cash for more traditional medias with an emphasis of better targeting as you said.

As for measurement, all the cpm, cpa, cp x's y's or z's still can't gauge the real worth and effectiveness of the ad. I think the more technologically advancements we make in the ad world, the more complicated it will be.

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