Re: ONLINE-ADS>> media buyers don't want it to be too successful

Hespos, Tom (thespos_at_k2design.com)
Wed, 10 Dec 1997 09:33:53 -0500

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richard hoy wrote:

>Cringely contends that online ad spending will not grow as fast
>as many market researchers say. The reason cited is media buyers don't
>want it to be too successful too quick. Being able to microtarget ads
>complicates a media buyer's life too much.

>What do you guys think?

I think the smart media buyers will ensure that online ad spending turns
out successfully for their clients. The media buyers who are able to
get a nice ROI for their clients will be in demand, and therefore will
be able to command higher salaries and prestige in the marketplace.

Sure, there will always be buyers who resist new technology and
targetability. Natural selection will weed them out, though... ;-)

Thomas F. Hespos, Jr.
Media Manager, K2 Design
Webmaster, OLAF - the On Line Advertising Forum
Ph: (212) 547-5234
FAX: (212) 968-0067
http://www.k2design.com - K2 Design Home Page
http://www.olaf.net - OLAF
http://members.aol.com/~THespos - The Spos Zone

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