IN THE MIDST OF THE RECESSION, when big advertisers like carmakers were hardly spending and traditional media like television and newspapers were bearing the full brunt of the pullback, I remember a conversation I had with someone I’ll dub a new media “true believer”.
(This month, Cartt.ca INVESTIGATES is analyzing the myriad changes underway in television advertising. Three weeks ago, we found the appetite for new ways to reach consumers via the TV platform is growing rapidly. Two weeks ago we dove into the progress addressable ads are making (or not). Last week we analyzed interactive advertising, online, mobile as well as an old standby which helps brand marketers dodge all this new technology. This week we wrap up our look at the shifting TV advertising sands with a bit of commentary to go along with a look at the dawn of dynamic video on demand ad insertion and the big money driving it.)
It was at a downtown Toronto conference of some sort and this person was utterly convinced that the recession would finally turn those mega-billion-dollar North American advertising budgets irretrievably towards new media and away from the likes of regular TV, radio and newspapers, leading to the deserved death of “old” media.
New media offers watch-when-you-want functionality for the consumer and promises a much better return on investment for advertisers through…
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