NextMedia 2009: As ad dollars get scarce, advertisers vacate expensive TV time

BANFF – While the economic downturn has left Canada’s over-the-air broadcasters complaining about their very survival, it has accelerated the move to Internet advertising and the use of social media networks in promoting products and brands, according to Syncapse president and CEO Michael Scissons. At a NextMedia session in which he was interviewed by Ideon VP Nadar Elm, Scissions explained that as a company’s ad budget has fallen from $4 million or $5 million to $1 million or $750,000, brands have been forced to look to the digital world where promotional campaign can be cheaper than on traditional TV. “As...