Jeff Lanctot
Jeff Lanctot
advertising continued continues digital emerge formats investing landscape marked media online powerful rise rush serving year
A rush of spending, investing and deal-making marked the continued rise of digital advertising in 2005. The landscape in 2006 is already serving up another year of powerful developments, particularly as media continues to migrate online and new digital formats and technologies emerge and mature.
continue cost last online rates rose
Online rates continue to climb. The cost rose 20% last year.
advertising commitment online reflects retail
I think it reflects that there is a commitment to online advertising, there is a recognition that is part of a long-term retail strategy.
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I'm very optimistic about the success of the holiday season. Retailers in early 2006 will realize they have to make the same brand commitment online as in stores.
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Advertisers are seeing March Madness online as a big opportunity. Clearly there is a very attentive at-work crowd because of the boom in office pools.
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They are clearly willing to invest. They are clearly very patient.
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Online gaming has quickly grown from a closed circuit male teen activity to one embraced by the masses, and advertising dollars are beginning to follow. IGA Worldwide has emerged as one of the leaders in a hot area for marketing exploration in 2006 and beyond.
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Waiting rooms might be the right thing technically since they can regulate the number of streams. But that may end up being frustrating for those that don't get in. The interest is high but there are risks for advertisers and CBS.
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Video advertising will be the single most important development over the next 12 to 18 months. This is where the leaders will stake their ground.
approach environment struggle
What they struggle with is the content, the environment and the right approach - pretty much everything.