In another of his "TV News in a Postmodern World" essays, Terry Heaton writes:
... Why pay a $500 CPM for a television ad that estimates the thousand people when an online ad will honestly deliver those thousand people? It makes no sense. There's the argument that the thousand people the TV ad reaches are different than the thousand people the online ad reaches, and there's certainly truth to that. But it begs a whole series of other questions about which thousand the advertiser would rather reach, and the Interactive Advertising Bureau (IAB) is right there with compelling arguments that are increasingly resonating with advertisers. ¶ One day — and sooner than you might think — online ads will command greater CPMs than elsewhere, and that will do more to remove the blinking, whirling, disruptive (un)creative that passes for ads these days than any industry efforts to do so. And the important thing for broadcasters to recognize is that this will happen regardless of their efforts to slow it down, and unless they get involved in accelerating the event, the bulk of those nice ad dollars will go to smart companies from outside their markets. ...
Link: Pomo Blog.
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