I can’t count how many times we are asked to “support our offline campaign online” – I get this, but my view (and maybe it is just semantics) it’s about driving an integrated brand experience. This week in a study conducted by Group M a subsidiary of WPP said online ad spending will surpass TV spend in the UK by next year. The forecast calls for UK Internet advertising revenues to hit £3.4bn this year. TV advertising, on the other hand, is expected to grow by less than 1 per cent to £3.56bn in 2008. And by 2009 the UK will see digital as the dominant channel.
Wait so does that mean finally the above the line agency will get that all to familiar call. “Guys we need you to come up with some of that TV and radio stuff to support our campaign” – never-say-never
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I was watching BBC World the other day and noticed that, in between, programming they use a cuboid like filler. When a side of the cude is selected, the window is displayed. This feature is similar to what Microsoft has implemented in Vista and copied either from Linux Ubuntoo (Compiv-fusion) or, and probably the Mac. Either way, the visual concept is borrowed, well copied would be more precise, from the non-traditional-ad world.
So, I guess, the revolution is already taking place.
Posted by Rupen | February 21, 2008 6:26 AM
Posted on February 21, 2008 06:26