Great recent article describing the mechanism by which media dollars are starting to shift towards digital media during the current recession. There are several reasons for this described in the complete article you can find by clicking here. I’ll try to summarize my own key findings and points to shed some light on this phenomenon. I think two key reasons for the shift to digital is (1) advertisers want to reach their customers, who are increasingly flocking to the web for everything from reviews, products, editorial content, offers, etc., and (2) advertisers need to make budgets go farther and drive higher ROIs, which are more feasible with the performance-based marketing and tracking/analytics available on the web. More to come on this tomorrow…
