I really like the article by Rick Corteville today on iMediaconnection. It’s totally in line with my current pessimism🙂
Rick presents the 5 obstacles that are holding our industry back. I think there are more. Let me ad a few
- CPC model is hurting the industry big time and will continue to do so untill sell through rates reach 100%. The message you give to the market when promoting CPC model is that only the people who click on a banner or text link have been impacted by an online advertising.
- We are too kind: we tolerate material arriving too late and never apply penalties for customers who cancel campaigns. At the end of the day, this harms our credibility and gives us an amateuristic image.
- We don’t like stability. We are too quick to announce the world have changed and tend to forget that advertisers hardly noticed the previous revolution
But all those obstacles are largely compensated by one thing: people are massively using this media, dailies and magazines are struggling to survive and this will not go backwards.