Someone forwarded this post to me, which, in turn, was reflection on this.
Ok, ok - no question that marketers interested in demand generation are flailing a bit with the media - but I think the reasons have only longer-term solutions. And both Jitendra and Dave seem to be part of the new generation that understands and is talking about how to start the process.
But is the rate card really the problem? Marketers- whether generating demand or fulfilling it - are basically interested in reaching their (potential or exsiting) customers with advertising (v2.0 or higher notwithstanding). And to someone doing that, either by improving the quality of the supply or offering new types or something else, they'll pay - CPM, CPC, CPA, CPZ, AAA, OMG, whatever - they'll pay.
Post Script Edit - Recent article on ad clutter
Has the following quote
>>>>
Last year, a study conducted with Dynamic Logic, Starcom and DoubleClick found that a 15% increase in ads on a page results in about a 10% decline in click-through rate.
<<<<<<
Listen, if one of the top marketing trade magazines positions the advantage of lower ad clutter as higher CTR, I can probably guess where the vast majority of established marketing minds are focused relative to measuring success of online media advertising - and its not in new demand generation models that leverage conversations. My point again is that a little maturing should fix the problem.
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