In the continuing debate over new media vs. old media—what’s online vs. what’s offline—the sub-debate about advertising is instructive.
On one hand, online ads are vulnerable to the tyranny of choice. The metrics can be overwhelming, the jargon can be off-putting and success can be mistaken for failure. Moreover, unlike traditional ad buys, online campaigns demand continuous monitoring and fine-tuning.
On the other hand, if you’re tired of one-off shots in the dark—where your one-page spread for life insurance runs opposite to an article on video games, or your spot for an SUV runs in the middle of a segment on high gas prices—then online ads may be right for your organization. Here’s why:
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Posted by: K Street Cafe Editor
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