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BizReport : Research archives : April 04, 2007

Report: Don't ignore mobile, new media

Advertisers ignoring new media and mobile advertising platforms may be missing out on increased revenue. That, according to a report from Sir Martin Sorrell, chief executive at WPP.

by Kristina Knight

At the Mobile Entertainment and Advertising Summit he told audience members to begin paying attention to mobile or face the consequences of missing potential customers.

Sir Martin focused on emerging channels such as mobile, saying that these new advertising options will lead the way for advertisers the world over. However, until better metrics are in place, many advertisers won't fully understand or use these channels. “For good or evil, clients are going to not make big decisions in media unless they have measurable data to back it,” Sir Martin said (via ClickZ News).

Newspapers are likely to be most threatened by emerging media. In fact, some worrisome data has been noted in the U.S. already, especially after word was released that several top papers saw a downturn in year-over-year revenue in February. According to reports, revenue at Gannett fell 3%, The New York Times Company fell 6% and McClatchy and The Tribune companies each saw revenue dip 5%. Radio and broadcast television are also expected to face a large challenge from emerging media channels, though Sir Martin expects satellite and cable television advertisers to fare better because of increased advertiser options.

Tags: emerging media, mobile advertising, online advertising

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