Always On Article
Always On Magazine Article
Or, Dear VC’s, Marketing is s Mess – Please Help
In my recent co-authored book, What Sticks, Why Advertising Fails and How to Guarantee Yours Succeeds (Kaplan Publishing 2006), we estimated $112 billion of the total $295 billion in U.S. advertising spending is wasted. While most waste is a result of ineffective advertising and poor media choice, this is just the tip of the iceberg of the advertising industry’s problem.
Advertisers Slow to Seize Interactive Ad Opportunities
As the soon-to-be-former-head of the interactive media trade association the IAB, I witnessed one symptom of waste and inefficiency firsthand: the slowness of traditional marketers and their agencies in adopting the Internet as an advertising medium. While the interactive ad industry made great progress during my tenure, growing from $6 billion to $17 billion annually, our research for What Sticks suggested if advertisers were more rational, online advertising spending would be closer to $40 to $50 billion. (more…)
