Not to be outdone, Alex gets his letter published

November 21, 2008

“The European Interactive Advertising Association’s report (NMA 18.09.08) that 81% of advertisers have increased their digital spend this year bodes well as we enter a recessionary environment.   However, it’s the small print that really shows the extent of structural change in UK advertising with the EIAA finding that many advertisers are seeing their use of TV and press decline by 31% and 40% respectively.

 

This is underplaying it.  As head of an interactive agency with an above-the-line parent, I’ve witnessed our Group’s TV and Press billings decline by halve over the past four years.  During this time our online lead gen and email marketing activities have quadrupled with CPA the predominant model.

 

Payment by results has never been properly grasped by offline advertisers and this is a major factor behind TV and Press’ decline - after all when a marketing manager is guaranteed results his whole advertising paradigm changes. It’s therefore important to recognise that technology alone is not the sole factor behind online’s surge but our industry’s belief in its own ability to deliver results.   It’s also about time that CPA was formally recognised as online’s primary growth driver by both the EIAA and IPA.”