Re: Why online advertising sucks

From: Brad Jensen <brad_at_elstore.com>
Date: Wed 28 Feb 2001 10:42:43 -0600

TERRY LEFTON <tlefton_at_thestandard.com> WROTE:

> I am the ad/mktg/sports columnist for The
> Industry Standard (recently, after 10 years
> at Brandweek) and am in the midst of researching
> my cover story on the difficulties the industry
> is facing. Yeah, we know, there's an overall
> media recession. Yeah, we know dot-coms
> advertising has gone away. And we know the
> metrics problem. What we don't know
> is why more big brands aren't investing.
> Advertising, in our opinion, has NOT followed
> eyeballs.

I think someone here touched on it, that the Internet
is TOO measurable. It's being compared to other media
such as magazines and television, where the impact of
the advertising is measured in focus group scores, and
through creative methods that measure advertising
message retention, but not actual buying behavior.

Campbell's Soup and Lexus should be advertising on
the Internet, and they will when they reach beyond their
ad agencies and realize that the most targeted, and
therefore inexpensive advertising exists on the Internet.
It will happen, and the results are going to suck a lot of
dollars out from under traditional media.



Received on Wed Feb 28 2001 - 10:42:43 CST