http://media.guardian.co.uk/advertising/story/0,,1933434,00.html
This article was interesting and unpredictable only in its revelation that the UK (and not the US, as I'd certainly expected) has a "significantly higher proportion of advertising online [14% this year ahead of radio, outdoor and national newspapers] than in many other countries" and, surprise surprise, it's cannibalising other media.
The sceptic in me wants to see the ROI data which have driven media planners and corporate marketers to rush towards the Web headlong in this way.
What exactly IS the ROI for Web ads, classified and display?
Is it truly better for response-per-pound than other media or is it just that it's so much more easily measurable than them?
And how much of this is just based on its perception as being better? Until I see direct comparison data, I remain to be convinced.
Which is maybe a good line for the Newspaper Marketing Agency to use. Maybe.
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