Interactive Advertising: The Tail Wagging The Dog

The iMedia Agency Summit kicked off in Amelia Island last night as interactive marketers grapple with the perception that online is the tail wagging the dog. Some highlights from the conversation as reported by iMedia Connection:
Doug Weaver, president, Upstream Group, Inc.:
“To say that online is driving the business right now, that’s a fallacy, The real question is: if the 30-second spot is dead, where is the money going to go?
Taddy Hall, chief strategy officer, Advertising Research Foundation: “The online guys got burned by trying to be revolutionary … for the last few years, they’ve been trying to behave themselves so they can get invited to the party. And now they’re invited to the party.”
Alan Schulman, chief creative officer, Brand New World: “All you have to do is look at time spent online versus on-air and figure out better ways to leverage that time spent. We have to be smarter about how we target.”

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