*head explodes*
Jeff Jarvis makes mention of how Wal-Mart and other companies backing an online auction for TV ads.
Two things:
1. This is a seismic shift in the client-agency relationship. Gone are all the leeches media buyers in ad agency, instead, the client is in charge of how much and how often their ads appear.
Hmmn, where have we seen that before?
2. The networks now have a second ratings system. They know Wal-Mart's customers, and they know how much Wal-Mart is willing to spend for an ad on "Lost". Ergo, they know how important "Lost" is to the average Wal-Mart customer.
Yes, the ground is moving. The only question is, who is moving with it, and who will stand still and get shaken to pieces?
Television, marketing, paradigm shift
Two things:
1. This is a seismic shift in the client-agency relationship. Gone are all the leeches media buyers in ad agency, instead, the client is in charge of how much and how often their ads appear.
Hmmn, where have we seen that before?
2. The networks now have a second ratings system. They know Wal-Mart's customers, and they know how much Wal-Mart is willing to spend for an ad on "Lost". Ergo, they know how important "Lost" is to the average Wal-Mart customer.
Yes, the ground is moving. The only question is, who is moving with it, and who will stand still and get shaken to pieces?
Television, marketing, paradigm shift
This entry was posted by Kevin Creighton, on
5.10.2006.
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