Online Media Growing Pains

Digital folks snicker when they hear advertisers make statements like “TV works”. Turns out, TV does work and there is plenty of quantitative proof that TV advertising drives sales. As much as digital marketers love to carry the ROI torch, what they don’t realize is that traditional marketers live and die by the same sword.

Getting Back to Basics – Why Web Advertising Needs Traditional Media Metrics - Microsoft Advertising Blog - Microsoft Advertising Community

Always great to read Young-Bean Song. And it’s really hard to believe that there are remnants of the awesome AtlasDMT crew at Microsoft now, following their acquisition of aQuantive.

That said, he makes very good arguments essentially in support of integrated media planning. Best positioned to bridge that GRP gap are likely people seriously working on online video, such as the fine folks of Blip.tv. The similarity in formats and basic interaction metrics are at least remotely similar to TV. If we can’t get online and offline video planning jive, there is no chance of getting anything done with an even broader scope, encompassing diverse formats with their range of interaction possibilities, and so on. 

What’s also interesting is that now really is the time for this gap to be bridged if digital is to grow. As media spend continues to pour online, the science and its simplest expression, ad serving technology, simply have not kept up pace.