iMedia's Broitman: Offline Media's Days Are Numbered

...and with it, offline advertising as an independent focus.  As I've pointed out here before, the evolution of digital display advertising is going to take it beyond the "digital agency" silo it lives in now, bringing it under a generalized marketing umbrella.  In his piece "Three Signs 2010 Will Bring The Death Of Offline Media"  iMedia's Adam Broitman agrees:

If your organization is still planning media and marketing in online/offline silos, strategic complications are imminent. Areas of expertise are essential; organizations need specialists to focus on areas of particular complexity -- but the lines can no longer be drawn between online media and offline media. It simply does not make sense -- today, we live our mediated lives online.

Effective Online Advertising Is Part Of Effective Offline Advertising

Media and advertising is an ecosystem that has until now been divided into its offline and digital regions.  This has created huge inefficiencies, confusion and churn.  It has divided cultures, watered down resources and created a technology shortfall that has hampered workflow.  Naturally, all of this represents opportunity for tools and platform makers - and while Broitman's piece considers digital overlays more than the display ads that are likely to be presented upon them, the backdrop is the same: advertisers need to manage the evolution of online display in a smart way that anticipates the joining of offline and online campaigns into single efforts.

Comments

[Adam Broitman]

Thanks for the mention!

[Innovation and Advertising wit]

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