The annual press release about how awesome online advertising is was delivered by the IAB a few days ago.
Having been in the online advertising space for eek…15 years now, it is a familiar tune. But this year, I have to admit, I just get the feeling that it truly is a moment to reflect on. Typically advertising doesn’t do well in economic downturns and the growth rates quoted by the IAB are impressive. I was particularly drawn to the statement made by PriceWaterhouseCoopers:
“Fueling this growth is the ability of advertisers to correlate performance and results with the dollars they are investing.”
Looking at the existing and emerging solutions that Adobe is bringing to market via the Online Marketing Suite to enable revolutionary advertising solutions speaks volumes about the importance this market has now and in the future. It does appear that technological capabilities to measure, discover, enable and action are no longer the hold up. Perhaps now the only thing holding online advertising back is the need for advertiser structural and organizational change. So if you’re a business or online analyst, now would be a great time to introduce yourself to the advertising department. Pedal to the metal.