Commentary
Lenovo's Milner Is Mad As Hell And Isn't Going To Take It Anymore
- by Joe Mandese @mp_joemandese, July 25, 2013
Invoking the same language as Howard Beale, the character from the network TV-bashing film "Network," Lenovo digital chief Gary Milner said he is "mad as hell" about the way TV buyers talk about the media marketplace, especially the way they tout TV's marketplace advantage over online media.
"[TV buyers] say we buy television because we can get reach," he said referring to
some media buyers who sat on a recent OMMA panel with him, noting. "There's tons of ways to get reach on teh Web."
Specifically, Milner said there are 37 billion daily
impressions on the Web, so it's not an inventory issue, though he acknowedged there still are some challenges, especially technological complexity, that are slowing RTB's growth.
He also noted that the industry's push to rally around the GRPs as the common denominator between TV and online media may not be the best metric, but it represents an
opportunity to "move money over" to online media.
Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.
