Online Soon To Be “The Dominant Advertising-Supported Medium”

Ad Age reports that Norm LeHoullier, one of interactive advertising’s first kingpins is retiring from Grey after 30 years of service.
The trade mag asked him a few questions on his way out the door. Here’s one:

Ad Age: What’s the role of interactive today in marketing?
Mr. LeHoullier: Five years ago, [Saatchi & Saatchi CEO] Kevin Roberts gave a speech at AdTech and said the internet is going nowhere until it can convey emotion. … It was a real downer at the meeting. But no one would be making that argument today. The functionality component [of the internet] is staying there, but the ability to deliver an emotional impact and persuasive experience is also there [thanks to video].
I can envision a future where the dominant advertising-supported medium is the internet, because on the television side, the percent that’s ad supported is rapidly declining, and with mobile media, that’s going to accelerate dramatically.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.

Comments

  1. Oh yeah? Mobile media?
    If anyone here things ANYONE is going to watch TV on their phone, raise your hand.
    People aren’t watching clips longer than 3 minutes on their COMPUTER SCREENS because it’s too much strain.
    And the iPod Video is an INARGUABLE BUST.
    NOBODY is paying for that shit.
    NOBODY.
    Get over it.

  2. You’re right, no one is paying for it, but if it were available for free- people would use it- check that, do use it.
    Mobile YouTube, Slingbox, Flash enabled phones- you think people aren’t scared this will hurt thier distribution/marketing if they don’t keep up? You think the great brands aren’t looking to capitalize on this opportunity?

  3. What you you all think of podcasting & blogging for corporations? I think this type of Social Media is definitely the future for corporate communications, marketing and public relations. I have put together a conference (Socialmedia2007.com) that is focused on how to use corporate blogging and podcasting to engage your employees, reach your customers and build your brand. Specifically, attendees will learn how to achieve corporate buy-in to launch your social media program, discover the key steps and strategies for setting up and managing an effective blog, how to market your blog/podcast internally and externally; and how to build the business case and demonstrate ROI.
    Let me know if you agree!