Media Advertising Must Adapt to Survive in 2009
Broadcasters, marketers and media buyers agree that, because we now live in a video-on-demand world in which consumers control what they watch and when, the broadcast advertising model is broken. And while the media industry is still sorting through their predicament on television, perhaps the even more troubling news is that, due to the tough economic conditions the world faces going into 2009, all indications are that online ad spending will dip over the next year. What can media companies and advertisers do in this floundering ad ecosystem? The short answer: they will have to change the way advertising is bought and sold, measured and delivered.Traditional television a
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