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A general climate of discontent with the current state of media among advertisers may lead to big-brand marketers shifting large portions of their budgets - as much as 50 percent to 60 percent - online, says Nick Brien, worldwide CEO of Universal McCann.
The discontent is due to increasing viewer fragmentation, disruptive technologies and a resulting decrease in ROI, writes MediaPost.
TV may be the most affected by the shift, with 42.4 percent of the largest companies telling BusinessWeek that TV would take the biggest hit in ad budgets in the next few years.
Speaking at an Interactive Advertising Bureau conference on Monday, Brien also disputed Maruice Levy’s stated belief that the industry is approaching the same hyper-inflated economics that led the bust in 2000-01. “He doesn’t give enough credit to the serious ad dollars being redirected to growing audiences online,” Brien said.
Katz Media Group has added another new client, Lincoln Financial Media, and will sell ad time on the company’s 15 stations beginning immediately.
Katz also added CBS Radio and Entercom last week, picking them off from Interep’s list.
Katz has also…
Last week, Aegis Group CEO Robert Lerwill resigned unexpectedly, sparking speculation that a takeover may be on the horizon.
Lerwill stepped down officially today (Monday), with Aegis chairman John Napier taking over his duties on an interim basis, writes MediaPost. People…
Out-of-home companies are bracing for the recession like everyone else, but they may not feel the sting as badly as other media.
Though the third quarter brought negative growth to the nation’s three largest OOH companies - Clear Channel Outdoor,…
The 82nd annual Macy’s Thanksgiving Day Parade pulled an average 12.6 rating/26 share on Thanksgiving morning, Nov. 27, according to Nielsen.
That was 8% higher than its telecast last year, Mediaweek writes. NBC estimated that a total 44.7 million viewers…
Time magazine ousted Cosmo as the top magazine for college students in this year’s Anderson Analytics fall survey.
Time also jumped past People, which was last year’s No. 2, writes Ad Age. A Time spokesperson said the magazine did not run…
Email, news gathering and paying bills continue to be the most widely used online activities among U.S. adults, but downloading TV programs, watching videos and making web phone calls posted the biggest overall growth, according to data from Mediamark Research…
