According to WPP chief Martin Sorrell, only about half of the company's media buying agency GroupM's business in advertising is spent on traditional media with the balance going to outdoor, new media,
market research and public relations. "Those other areas are growing by and large faster than those traditional media," he says. And he advises buyers to "start experimenting with mobile, test,
refine, repeat."
Newspaper is most threatened by new media, he adds, followed by radio and TV, although "cable and satellite give more flexibility. Probably the least affected is
outdoor and cinema, though the question is raised as to how we're all going to consume films [in the future]." But a dearth of reliable and accepted performance metrics holds back more funding for new
media. "For good or evil, clients are going to not make big decisions in media unless they have measurable data to back it," Sorrell says.
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