Online advertising no longer for the niche…

Toyota GB commercial director Paul Philpott’s comments in ISBA’s annual report (MW July 7) are a clear warning to traditional advertising agencies either to embrace the digital age and become integrated or suffer dire consequences.

Philpott asserts that “television is no longer a must-have on a media schedule and (one of) the big issues is the growth of the internet and the power of Web advertising”. This comes hot on the heels of Procter & Gamble global marketing chief Jim Stengel cutting US cable TV spend by 25 per cent and terrestrial TV by five per cent, while at the same time shifting spend online.

Latest figures bear witness to the dramatic change in the advertising landscape. About 28 million British consumers now surf the internet and while advertising spend is set to grow by only 2.9 per cent in the UK this year, Zenith Optimedia expects the internet to go stratospheric with a 29 per cent rise.

Most ominous of all for traditional TV-oriented agencies is that the internet now enjoys a greater reach between 10am and 7pm than any other media (source: IAB).

While Stengel tactfully asserts that he only has a strategy to “be with the consumer” and not a strategy to move to the internet per se, it’s safe to say that there is only one direction the consumer is moving and that’s digital. You could now say the same for big brands.

Louis Halpern

Chief executive

Halpern Cowan Advertising

London NW6

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here