Perfectmatch Is Falling In Love With TV

From Adweek:

Perfectmatch.com is bucking a trend, moving marketing dollars toward broadcast media as it attempts to compete against better known competitors, according to company president and CEO Duane Dahl.
In fact, Dahl said he expects a 65-35 media split favoring television in the next two years, reversing the company’s current 65 percent bias in favor of online advertising.
“Online marketing is difficult because it’s hard to get above the clutter,” said Dahl. “We’re trying to maintain a 360-degree mentality.”

It’s interesting to see that people are beginning to recognize online clutter. Of course, there’s clutter everywhere, but as more dollars rush to online marketing, will we see a backlash?

About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for TalentZoo.com. Dan published the best of his TalentZoo.com columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.

  • http://adverlicio.us adverlicious

    I like his thinking about balanced spending online and offline.
    Has everyone seen the clever online campaign they have running with the Lifetime Channel to sponsor the show “Lovespring International”?
    http://adverlicio.us/lifetime_channel_lovespring_international_300x250
    The show’s a comedy about a fictional dating services. Needless to say, references to PerfectMatch abound and all are flattering. Very smart.