Comments on: Web to surpass TV, newspapers in ad revenue http://www.lostremote.com/2007/08/07/web-to-surpass-tv-newspaper-in-ad-revenue/ Where TV Finds the Future Fri, 22 Aug 2008 02:49:36 +0000 http://wordpress.org/?v=2.5.1 By: Steve Safran http://www.lostremote.com/2007/08/07/web-to-surpass-tv-newspaper-in-ad-revenue/#comment-447630 Steve Safran Wed, 08 Aug 2007 16:16:13 +0000 http://www.lostremote.com/2007/08/07/web-to-surpass-tv-newspaper-in-ad-revenue/#comment-447630 Ah - but here is my question... Will media buyers catch on to all of this at the local level? Or will they continue to play it safe and make The Big Buys at the mostly-national level. Right now there is, indeed, a record amount of money being spent in online advertising. But the media buyers are so unimaginative about it. They are still making 1.0 buys - the biggest audience gets the money. They are not considering niche buys, and this is where Google is starting to eat their lunch. Media buyers are, after all, middle-men. If they do not start adding value to the process at the local online level, the merchants will simply migrate all - ALL - of their ad money to automated processes, leaving those without these mechanisms in the cold. Ah - but here is my question…

Will media buyers catch on to all of this at the local level? Or will they continue to play it safe and make The Big Buys at the mostly-national level.

Right now there is, indeed, a record amount of money being spent in online advertising. But the media buyers are so unimaginative about it. They are still making 1.0 buys - the biggest audience gets the money. They are not considering niche buys, and this is where Google is starting to eat their lunch.

Media buyers are, after all, middle-men. If they do not start adding value to the process at the local online level, the merchants will simply migrate all - ALL - of their ad money to automated processes, leaving those without these mechanisms in the cold.

]]> By: David Johnson http://www.lostremote.com/2007/08/07/web-to-surpass-tv-newspaper-in-ad-revenue/#comment-447505 David Johnson Wed, 08 Aug 2007 14:12:38 +0000 http://www.lostremote.com/2007/08/07/web-to-surpass-tv-newspaper-in-ad-revenue/#comment-447505 seriously though, this could be a very valuable piece of research for anyone developing strategic plans. now that there's a date to plan around and some research to back the trends, we can plan around the data. seriously though, this could be a very valuable piece of research for anyone developing strategic plans. now that there’s a date to plan around and some research to back the trends, we can plan around the data.

]]> By: David Johnson http://www.lostremote.com/2007/08/07/web-to-surpass-tv-newspaper-in-ad-revenue/#comment-447461 David Johnson Wed, 08 Aug 2007 13:40:50 +0000 http://www.lostremote.com/2007/08/07/web-to-surpass-tv-newspaper-in-ad-revenue/#comment-447461 yeah, it's a fad. yeah, it’s a fad.

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