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December 11, 2006

Media Spending Inertia Requires Data to Get Marketers to Change

This analysis is solely the work of the author. It has not been edited or endorsed by GLG.
Analysis By:
Kevin Lee, MBA, Chairman & CEOKevin Lee, MBA
Chairman & CEO, Did-it.com
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.

Other Analyses of the Same Source Article:
Advertising Outlook: Robust or Soft, Depending on What You Count
December 12, 2006, Author: GLG Expert Contributor
Internet Advertising Will Grow Unabated for a Few More Years
December 11, 2006, Author: GLG Expert Contributor
Internet Will Grow Through 2010
December 11, 2006, Author: Jay Krihak, Senior Partner, Group Media Director & Gaming Inno, MEC:Interaction
Internet Advertising Expected to Outpace Traditional Media
December 8, 2006, Author: Alan Albarran, Professor and Director, UNIVERSITY OF NORTH TEXAS

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