That's what Re:Vision conference opening keynoter, Anne MacDonald, just pointed out in this morning's remarks. MacDonald, who is CMO of big TV advertiser Travelers, noted that as much as the ad
industry obsesses on digital media advertising, TV is still the big Kahuna, and is growing fast. In fact, she cited a recent forecast by her agency team at GroupM that predicted TV ad spending in the
U.S. will grow to $68 billion this year, nearly twice the size of the $34.8 billion "digital advertising" marketplace. Her point is that you can't obsess with the latest shiny objects, but have to
look at the media environment as a whole. That's tough she said, citing the fact that she receives about 20 emails per month from some new, technology-based solution, promising to transform the
productivity of Travelers' advertising.
One of them, she said, gave her data indicating that Travelers' could increase its advertising "productivity" by 400%. "Wow," MacDonald said, with a
notable air of sarcasm.
