John Osborn, CEO of Omnicom-owned ad agency BBDO, which boasts blue chip U.S. names among its client list, has made an impassioned plea for companies not to pull back from new and experimental forms of advertising.
“In tight economic conditions, some of these new mediums are exactly what we should be looking into,” he told Reuters. “I think they are incredibly targeted.”
At face value, Osborn’s comments are aimed at self-preservation, but peel off a layer or two and it’s plain to see that there is a risk of advertisers pulling back from emerging markets such as online video, where new technologies can make commercials more addressable, thus with potential for greater consumer impact.
In related news, Silicon Valley Insider speculates on how carnage in the mortgage business could have a very real and immediate impact on the online ad sector. Up to four out of 10 of the Nielsen-ranked top 10 online advertisers, accounting for US $141 million of annual spend, are either mortgage providers or dependent on a buoyant personal lending sector.