New Media Platforms to Prove Their Value to Generate Marketer Interest

Marketers have made significant changes to their media mix in the past decade. For the most part, the shift to Internet/​online has been significant and has come largely at the expense of the traditional print market. Through last year, the Internet/​online channel has jumped to the number 2 spot for ad spending focus by many marketers, according to surveyed agencies. Industry watchers might have expected the digital channel to be the primary focus but survey results from Strata show why marketers still make spot TV their top concern.

Ad agencies surveyed by Strata say their clients want their top focus on the following media formats:

  • Spot TV 44%
  • Internet/​digital 21%
  • Spot radio 16%
  • Print 7%

It’s not that agencies and clients aren’t excited about new media. The vast majority are using social media, primarily Facebook. And marketers are asking their agencies about advertising on devices such as the iPhone and BlackBerry.  But eMarketer analysts report that “a majority of agencies feel there are still challenges to be overcome” with respect to new media. Here’s how those numbers break out:

  • Lack of channel effectiveness 26%
  • Lack of advertiser demand 23%
  • No obstacles 24%
  • Operational overhead 12%
  • Other 10%
  • Lack of or cost of talent 5%

The lack of advertiser demand, the second highest challenge, may be linked to a perceived lack of channel effectiveness, the top challenge.  In order to make investment in digital media become a top priority for marketers, platform providers will need to offer tangible and solid measurement systems that point to a clear ROI.

[Source: What Obstacles are Preventing Greater Digital Investments? eMarketer​.com. 3 Feb. 2011. Web. 14 Feb. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.