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More Accountability for Offline Advertising

By admin | September 4, 2007

Google has demonstrated their expertise at delivering online advertising where performance can be tracked, adjusted and measured. They are now trying to bring more accountability to offline advertising through their auction platform that incorporates targeting and tracking systems. Direct marketers and their media buying partners already have embraced the principles of direct response advertising that provide these types of measurements offline. If Google can help us to further improve performance, by delivering increased efficiency through better targeting and lower rates, I’m confident our industry will be among the first to adopt Google’s new media offerings.

Disrupting the Media World
I believe that rather than taking over the media world, Google is going to disrupt it. Some in the traditional media business may view this as a threat, but I see this as a positive.  Anyone that can bring more efficiency to the media buying and tracking process will only help improve results, which will ultimately benefit everyone involved in the marketing of products and services in today’s more challenging media landscape.

Topics: drtv, media buying | No Comments »

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