Online Ad Spending Soars, But Not As Fast As Online Media Consumption

Steve Rubel of Micropersuasion says the web is the Rodney Dangerfield of media.

According to a new study by the Online Publisher’s Association 17% of all time spent with media takes place online. Meanwhile online marketing accounts for a scant 8% of ad budgets. The Web, it seems, is the Rodney Dangerfield of media. It doesn’t get the same respect from marketers as it does from consumers.
As generation that grew up with the Web their whole lives hits the 18-34 demo I bet this will change. But not until then.

I’m not sure this is a question of respect. I think it’s more a question of education/exposure. Clients need to know HOW to effectively spend money online. Some agency types can advise them well. Others still want to build brochureware sites. Ergo, it’s not the kids who need to grow up, but the adults who need to catch up.



About David Burn

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. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.