Media Spending Inertia Requires Data to Get Marketers to Change

Implications: Top agencies and top marketers using agencies still plan and buy media using antiquated methods.


Analysis: Media plans produced by the major ad agencies still look essentially the same year after year.  Regardless of all the data about new shifts in consumer behavior, the allocation of media dollars continues unabated.

When Google and MSFT get into the mix, the online agencies will start to be in a position to buy offline media.  This will be a major catalyst.