Commentary
What Would David Ogilvy Say?
- by Joe Mandese @mp_joemandese, July 31, 2009
That was a pretty frank way to express an important industry dilemma, and it came from opening keynoter at OMMA M&M, comScore’s Gian Fulgoni.
“If you asked the legends of the advertising industry â€" Leo Burnett, David Ogilvy â€" I think they would laugh at you,†Fulgoni said in reference to Madison Avenue’s obsession with the “click†as the basis of measuring the effectiveness of online advertising.
“It’s just not the way that advertising as been measured over the years,†Fulgoni noted, asserting, “We have to get away from the click.â€
It’s a dilemma, Fulgoni explains, why the six out of seven online advertising dollars come from direct response marketing budgets, vs. brand-based advertising
Advertising legend David Ogilvy
Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.
