Friday, December 01, 2006
IAB Adds Ads About Ads
The Interactive Advertising Bureau running an ad campaign about the benefits of online advertising. The print (so 20th century) and online campaign points to a website that includes a primer on the superior online metrics and discusses the ability to open up a dialog with consumers.Online advertising will jump from 5.7 percent of total advertising to 8.9 percent by 2010, according to market research firm eMarketer, as quoted by MediaPost.
While some in the online world might be happy with that kind of growth, they shouldn't be. Considering that people spend more hours per day online that reading newspapers and magazines, and about as much time as watching TV, having only a fraction of the revenue doesn't add up.
Online advertisers have so many tools not available to TV -- better analytics, IP tracking, behavioral targeting, and personalization to name a few -- that settling for the crumbs of the ad world doesn't make sense.
Through truly interactive and targeted (approaching one-to-one marketing) ads, the quality of the online ad experience should be greatly increased. Video and personalized ads that provide proven ROI should be charged at TV rates.
The major roadblock is proving (and improving) how online ads affect offline purchases.
Posted By John Gartner at 01:38 PM
Permanent Link: IAB Adds Ads About Ads
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