The advertising revolution led by new syndication methods and user-generated content has yet to displace the standbys of old media plays when it comes to getting ads in front of eyeballs.
It probably isn’t time to short WPP or Omnicom just yet. Even though the trio of blogging, podcasts, and RSS feeds cited by an AdAge report have some touting them as the future of media, the longtime dominance of television, print, and even Internet advertising have much greater appeal to marketers.
New Media is doing all it can to upset the balance of power, and some of that may have been seen when one big advertiser, Johnson & Johnson, declined to dance to network television’s tune during the last upfront ad-buying period.
Online video receives frequent mentions as the next Big Thing for advertisers. Those who can offer video advertising, like Google through its AdSense network, are doing everything they can to expand available inventory for video ads. Yahoo, Microsoft, and AOL have to be working along the same lines.
There is a comfort level to existing media delivery vehicles like print and TV advertising, and the World Wide Web has been around long enough to make online ads a fixture for Internet users. While AdAge noted unsurprisingly that older people lean more toward Old Media, they also referenced one study claiming a younger audience also showed signs of preferring the remote control:
Even among the younger 12-17 demographic, the numbers are somewhat surprising.
While higher numbers of preteens and teens do flock to the web, according to a study by Frank N. Magid Associates, 66% claim they never watch video online and 41% never listen to or download free music online.
When it comes to paid content, 84% have never paid to watch or download video and 71% never pay to listen to or download music.
Sixty-nine percent never use social-networking sites, 71% have never posted a comment on a blog and 79% have never written their own blogs (though 15% do so frequently).
Interests change over time, of course, and that may be the significant indicator here. People who have a focused interest in something tend to look deeper for material oriented toward that.
It is those niches that can be where advertising through New Media ultimately begins to have an even bigger impact than it does today. Plenty of websites have built themselves upon a dedicated niche. Those who can pull off a quality job of catering to a diehard niche may be the ones to best capitalize on the New Media trio. Someday.
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David Utter is a staff writer for Murdok covering technology and business.
