New Media: November 2010

It is clear that for most, the time and focus dedicated to “new media” is disproportionate to the dollars being invested. While “online” advertising is mainstream, it encompasses a much broader range of activity than ever before, stretching marketing resources and capabilities. While traditional media are still the drivers of most campaigns (with TV generally the lynchpin), there are two camps as to the reason for this. One is that the “old guard” (senior management, advertising agencies and large corporate) are wedded to their traditional ways of doing things and have no reason to embrace the new while others believe that the “new media” cannot deliver the cut through and reach of a mass TV campaign. What is becoming clear, however, is that the dollars flowing to “new media” are quickly increasing, but being invested across a variety of technological capabilities.

For further information please contact Jodie Baker & Lorraine Robinson