Media buying has changed more in the last two years than it had in the previous two decades. Yet, behaving as though everything had stayed the same, media-buying agencies still remain too reliant on TV.
Top executives speak off the record about how their media agency is stuck: The agency wants to move more client budgets into digital, but clients don't pay as much for digital work, and the agency can't afford to take a hit. Its survival depends on TV buys.
As publishers become more accountable to their advertisers, and programmatic buying moves from price to engagement metrics, the ad world is becoming more accountable for us all. Ad agencies that hide behind awards ceremonies and questionable efficacy from big TV spends, not advancement in technology, are just fooling themselves and their clients.
Media Agencies Must Embrace Tech or Die Trying to Avoid It | DigitalNext: A Blog on Emerging Media and Technology - Advertising Age
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November 20, 2013
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