The rise of new media advertising beckons according to the marketing experts gathered for the Commercial Economic Advisory Service of Australia (CEASA) conference this week.
Loudest proponent of a new order of things was Nestle Australia’s director of group marketing and communications, Ian Alwill, who hailed “the advent of the digital age”.
Swiss food company Nestle seemed to be banking on new media, announcing it would cut its TV advertising budget from 68 to 60 per cent of marketing expenditure and make bigger investments in digital media instead.
Yet others were more cautious, with Jeff Cressall, managing director of Universal McCann, arguing: “The channel that works may be traditional, it may be digital.”
However, new Internet Advertising Bureau research finds spending on online advertising in the US in the third quarter topped $4.2 billion (£2.4 billion), 33 per cent higher than at the same time last year.
Yahoo! chief executive Terry Semel has also said that growth in online advertising will encompass not only graphical and search advertising, but also video, social networking sites and web-based advertisements sent to mobile phones.
For instance, in the UK, Yahoo! has just announced a partnership with Vodafone to create an ad-to-phone campaign for early 2007.