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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.

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About David Burn

David Burn is the co-founder, editor, and publisher of Adpulp.com. David joined the ad agency business in 1997 as a copywriter and then worked for seven agencies in five states prior to launching Bonehook in 2010. Today, David is a writer, brand strategist, and leader of creative teams in Austin, TX.

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Comments

  1. DM says

    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. Mark says

    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. Robert Chiarito says

    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!