Online media buying budgets are growing. Where's all that money being spent?
I had the distinct pleasure of participating on a panel at Search Engine Strategies this week. The topic was "Where Are You Spending Your Clients' Money?" What really stood out was just how parallel the points of view were for all five panelists, representing agency media buyers from shops both large and small.
Panelists were charged with coming up with presentations about what's working and where they'll recommend their clients spend their media budgets. In the nick of time, I was blessed when William Blair and Company's "Interactive Marketing Survey" fell in my lap. I used it as the statistical portion of my presentation, then compared our spending plans with report findings.
The survey findings are worth sharing. In a nutshell, here's what the report said:
So what does investment banking firm William Blair say in the back about investing in the leaders of our space? The same thing I tell my clients about online media: buy!
A PDF download of the full survey is available here.
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As founder and CEO of Overdrive, Harry Gold is the architect and conductor behind the company's ROI-driven programs. His primary mission is to create innovative marketing programs based on real-world success and to ensure the marketing and technology practices that drive those successes are continually institutionalized into the culture and methods of the agency. What excites him is the knowledge that Overdrive's collaborative environment has created a company of online media, SEM, and online behavioral experts who drive success for the clients and companies they serve. Overdrive serves a diverse base of B2B and B2C clients that demand a high level of accountability and ROI from their online programs and campaigns.
Harry started his career in 1995 when he founded online marketing firm Interactive Promotions, serving such clients as Microsoft, "The Financial Times," the Hard Rock Cafe, and the City of Boston. Since then, he has been at the forefront of online branding and channel creation, developing successful Web and search engine-based marketing programs for various agencies and Fortune 500 companies.
Harry is a frequent lecturer on SEM and online media for The New England Direct Marketing Association; Ad Club; the University of Massachusetts, Boston; Harvard University; and Boston University.
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September 23, 2014