There are articles all over the internet about traditional ad agencies and digital ad agencies. Are they really different? Well, they were for awhile but I’m watching them getting closer and closer to each other every day. That is good news and bad news.
The good news is those once considered traditional agencies are seeing the value and need for expansion into other ways to reach consumers on the consumers’ terms. Remember, consumers now have more control than ever as to how they will consume information. The awake agencies are not depending upon what they know best and embracing all the tools available to them to get their clients’ messages out. Here is a really good article featuring several agencies and how they view their world today. Many of them say the message delivery systems may be growing but good ideas and creative will always be timeless. Here’s another good interview featuring David Sable, CEO of Y&R. His take is a bit different!
Other good news is digital agencies are beginning to see the value awake traditional agencies bring to the table and are allowing themselves to participate in that arena. I predict many more mergers in the near future.
The bad news is I just read an article where internet ads will be measured by “effective GRPs.” Yes, the same GRP we have used and hated in TV forever! The internet experience is so different from TV but the advertising community is so trained and comfortable with the GRP and wanting to compare TV to internet it is falling back on this archaic measurement even knowing how inaccurate it is.
Digital buyers will be as detached from customer results as their traditional media buying counterparts. And sellers will, again, become commodity brokers rather than solution providers. When will we learn to measure based on our client’s results?