I’m not a huge fan of industry wide prognostications. Like everyone else I view them as a barometer that may reflect what my team sees in the market... or it may just be a statistic that reflects good or bad market conditions.
I happen to think market conditions for internet advertising are excellent right now. So when I see numbers such as this month's view from Nielsen showing a .5 percent dropoff for the Internet, I get concerned. Like anything else that aspires to exceed economic expectations in 2009, Internet advertising has fallen short. Why? Well, if you look at the sharp hits taken in automotive, financial service and pharmaceutical marketing, it’s hard to shape any kind of uptick.
I happen to think market conditions for internet advertising are excellent right now. So when I see numbers such as this month's view from Nielsen showing a .5 percent dropoff for the Internet, I get concerned. Like anything else that aspires to exceed economic expectations in 2009, Internet advertising has fallen short. Why? Well, if you look at the sharp hits taken in automotive, financial service and pharmaceutical marketing, it’s hard to shape any kind of uptick.
But while overall numbers are down, let’s not lose sight of the targeting factor. Internet advertising has grown and will continue to grow because it can target customers at various points in their engagement and purchase lifecycles. Until other media can do that, good old fashioned audience targeting is the best game in town.
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