of course, no one can know for certain what will happen tomorrow let alone five years from now, but I do think there's some common sense in this IBM report that is difficult to argue with. Surely, sites like Google will gobble up much of the traditional ad budgets--it just doesn't make sense anymore to spend money on media whose results are so...ephemeral...so virtual--like TV. yeah, of course, TV ads have an impact but it's so "after the fact", "delayed", open to interpretation etc. etc. etc.
Google's now--you get served the ad and you click on it and you're where we want you. (h/t iab)
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