The needs of traditional advertisers are driving the evolution of online advertising. That's a good thing. Blue-chip marketers' experience makes the industry smarter and more focused on delivering quantifiable results against specific objectives.
Above all, traditional advertisers' influence creates (in some cases, reinforces) a very important shift in the attitudes of publishers and agencies. Instead of positioning the Web as an alternative to offline media spending, the Web is being sold as a valuable and effective complement to broadcast and print advertising.
Finally, the industry is making some sense. Instead of griping over the fact enormous budgets are spent on TV and trying to siphon some of those dollars into the Web, the most successful agencies and publishers are now trying help advertisers understand how they can extend their reach and effectiveness by using the Web as part of an integrated campaign.
Understanding how the Web fits into cross-media campaigns isn't only an industry priority -- it's important for brand managers who want to reach their customers online. Here's why:
Most marketers are waking up to the fact their target is online. They must make an effort to reach their audience there. Helping them understand how to leverage the Web in a way that complements their other marketing investments is the key to our future success.
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Jeffrey Graham is vice president of client development at Dynamic Logic, a company he joined in January of 2001. Dynamic Logic specializes in measuring the branding effectiveness of online marketing. Jeffrey has served as research director at two online advertising agencies, Blue Marble and NOVO, and has worked with clients such as General Motors, Procter & Gamble, and Continental Airlines. He has taught Internet Research at New York University and has a Masters degree in the subject.