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Yes,
the internet is booming, even if your
stock broker jumped out a window
First
the good news. A recent IDC study, "U.S. Internet Advertising
2008-2012 Forecast and Analysis: Defining Economic Crisis,"
predicts that internet advertising will boom even though
the rest of the economy is in the toilet. In the ClickZ
article "Crisis?
What Crisis?" Fred Aun says the IDC analysts are
in fact stating that the economic downturn is actually helping
the online advertising market. Whoo hoo!
So
what could possibly be bad you say? While online advertising
grows by leaps and bounds, what about the workflow issues
and time wasting aspects of dealing with multiple technology
platforms? And what about the personnel requirements of
managing this campaign frenzy? Working within the existing
tools can sometimes be a connundrum at best – a time
sucking, resource waster at worst. What will it take to
be prepared?
3
years ago, IDC published a white paper "The Hidden
Cost of Information Work." It was eye opening in 2005,
stating that “an organization employing 1,000 knowledge
workers loses $5.7 million annually just in the time wasted
by employees having to reformat information as they move
among applications.” Now, with a typical agency or
advertiser juggling media buys, campaign reports, network
reports, rich media, search and video? We won't hazard a
guess at the math.
Discrepancy
Revolution: IAB Issues Guidelines to Fix Online Media Buying
Errors
On
a similar note, Joe Mandese in MediaPost talks about the
newly published IAB Guidelines for agencies to follow
to prevent mistakes and wasted time. The full white paper
can be viewed at http://www.iab.net/media/file/Campaign_Setup_Best_Practices.pdf. |
