Speaking at a New York luncheon, Bruce Biegel, senior managing director at Winterberry Group, a direct marketing consultancy, said that the Internet may be moving toward an advertising upfront that is similar to the television industry.
Biegel said that “We’re kind of heading into an unofficial upfront market this year." He added “The big theme for this year is better targeting. CRM databases are getting better. They were a mess in 2003; they started getting better, and now the tools are there.”
What this will mean for advertisers is that there will be a longer planning period 
you'll need to account for if you're going to advertise on major web sites.
At this time we're in a market where there isn't enough quality space for advertisers to put their offerings online. This is what's creating the type of atmosphere that's making this a possibility.
While this is related to prime sites, I do believe that there is also a huge secondary market available to niche web sites that offer the demographic desired by certain marketers, but with less traffic.An upfront type of situation for the secondary market probably won't be a factor at all for some time to come; if ever.
For larger advertisers and web sites, this adds another challenge as the television upfront is going through huge disruption at the moment that has a lot of problems that need to be solved this year.
» Advertising Draws More Interest on Niche Sites from TheAlphaMarketer
Last post we talked about the possibility that there could be a move toward an online upfront market similar to television. This would be connected to the higher traffic sites of course. The question then must be raised concerning all... [Read More]
Tracked on: January 16, 2007 7:18 PM | Permalink to Trackback