Ad Age has a terrific piece evaluating the impact of rapid growth in our industry. All the extra money and attention is great. But there have been costs.
Overwhelming complexity: With all the new ad nets, ad-supported websites, social nets and other media outlets, the process of media planning and buying in the digital space has gotten pretty complex. One expert estimates, "it takes 2.5 times as many people to execute a digital-marketing campaign as a traditional-media campaign."
Unsold inventory, the big get bigger: "As fast as dollars have shifted online, they might have flowed even faster had there been more talent to sell it," reports Ad Age. "It's also a reason why spending online remains concentrated among the top sites and portals rather than following consumers to niche sites."
Bad Creative: "The talent squeeze on the creative side meant some pretty dismal online ad campaigns." And not only does that annoy consumers, bad creative has also "helped drive down ad rates."
Maybe a slowdown in ad spending is just what the industry needs. One agency exec told Ad Age, "a slowdown of cash and slowdown in the need for talent will give this industry a bit of space to breathe."
Article by: Mario Sgambelluri
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