Online Media Planners Are Doomed.
It was just getting so easy. Rich media specs are mostly standardized, marketers can grasp the value of broadband video, online awareness studies no longer take six months to sell in. Putting together a comprehensive media plan can actually be a 9 to 5 job.
But now we’re thrust back into the dark ages of media planning with Web 2.0. Search companies, software makers, and even advertising agencies now own banner networks. Facebook blurs the line between paid and viral advertising. Buzz measurement companies offer a whole new approach to media targeting. Don’t forget dynamic video game advertising, mobile social networking, and personal broadband video networks.
It’s enough to make you wish for the good old days when you had to explain how animated banners worked.
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