I’ve been working in digital since the earliest days, and I am a true believer.
Cut me and I bleed bytes.
But, still… are we not seeing the Forrester for the trees?
The curve is sexy. Noteworthy. But… it’s still only 20%.
In fact, a reasonable interpretation of the below chart is:
“despite all the hype, what this chart really says is that 80% of the ad spend in 2014 will be in the traditional media that we have been far too quick to declare dead”.
But obviously, things are not 80% the same as ever. Not by a long shot. So what’s happening here?
I don’t buy the argument that TV is dead, or that nothing at all is changing. What both arguments miss is a broader perspective. When I step back from the question of digital vs. analog and old vs. new, I see two tremendous shifts.
The first is an explosion of content and a fragmentation of audiences that has blown a massive hole in the business models of all content businesses. This makes it tougher to reach a mass audience.
The second is a shift from long-term brand-building activities to short-term direct marketing activities.
The Two Biggest Changes And Challenges In Advertising?
Digital is a major part of what is driving the changes in advertising, but it remains only a part. In my opinion, there are two major changes and challenges that marketers must grapple with. They are:
- Re-aggregating fragmented audiences into a meaningful size; and
- Re-learning how to build brands for the long-term
Advertising IS changing forever.
But when we focus too tightly on digital vs. analog share of ad spend, I believe we are missing the big picture.