EVEN ONLINE ADVERTISING IS UNDER ATTACK – 3 OBSERVATIONS It will be no surprise to anyone, that the fastest growing media channels are online. While sales of advertising media will grow by just 3% in 2016, Internet advertising will grow by 12% to around $6 billion. Growth next year is expected to be more than […]

EVEN ONLINE ADVERTISING IS UNDER ATTACK – 3 OBSERVATIONS It will be no surprise to anyone, that the fastest growing media channels are online. While sales of advertising media will grow by just 3% in 2016, Internet advertising will grow by 12% to around $6 billion. Growth next year is expected to be more than 14%. This growth is largely being driven by a growth in mobile advertising that, according to Zenith Media, will grow by 50% in 2016. Growth in 2017 and beyond is expected to continue and accelerate. Online advertising is more attractive to advertisers because it is: more targeted more accountable more dynamic Online media businesses know who their markets are, and they offer avenues for targeting specific consumers in ways that none of the traditional media can. Online media is accountable in that much of it is sold on a CPM (cost per thousand impressions) basis.…