“It’s time for us to use online as a way to deliver television commercials for our clients,” said the chief executive of the world’s largest media-buying company announcing his company’s inclusion of online in this years upfront.
That executive would be Jack Klues of Starcom MediaVest Worldwide, my old boss. Great guy if I do say so myself.
“Offline arguably gets us more eyeballs,” he said. “Online gets us more of the right eyeballs. Plus, more immediate and measurable results.”
He said this to an audience of 500 at the recent iMedia Summit, a trade show for online buyers and sellers.
He knows what he’s talking about. Starcom MediaVest has the most extensive media capabilities and research resource I have ever seen or heard of. Syndicated research is an afterthought at Starcom. The meat is in their proprietary research tools that make any and all syndicated tools pale in comparison. At the summit, he revealed some findings, based on those research tools, for their own online clients, Nintendo and the U.S. Army.
“We learned that young people actually lend greater credence to information they get online than they do from offline sources,” he said.
If is refreshing to hear this from a big player in the media buying space. Surely, this bodes well for online media. Thank you, Jack. [via Ad Age]
