In a recent article, Dave Morgan, CEO of Tacoda, talks about "forced" integration between online and offline ad departments.
He talks of something about online and offline advertising that we can learn from within his comments on the subject.
First he talks about offline media concentrates on doing the same thing over and over again, without changing the delivery, and includes a high sense of certainty.
In contrast, he says that online works in an entirely different way. There is much more volatility because of continuous testing and innovating and creating of a stream of new things. There are many things that not only don't work, never mind working good.
We're talking about expectations here. The nature of the online ad business at this point-in-time, is that there is nothing we can be certain of. Selling online ads that are experimental and unsure, is different than selling offline ads that involve more certainty in the results (although DVRs add some inconsistency to the mix, as far as TV ads go).
Here's the point in all of this: If you can become someone that can add consistency in your online presence, you can charge a premium based upon that reality. This isn't only the ability to measure, but rather that when things are measured, there can be a degree of predictability that companies can count on. Those who find a way to do this will be big winners in the exploding online ad market.
With online ad spending increasing by 46.4 percent over the first three months of this year, in comparison to last year, this is something that needs to be taken seriously by those planning on this as their business model. Even with this growth we are just at the beginning stages of where online ad marketing is going.
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