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Jaime Gottlieb
Associate Editor
A south Florida native, Gottlieb is a Creative Writing graduate from Florida State University and was a freelance Arts and Entertainment feature writer before joining ADOTAS in 2004.

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The New Media Blend: Working Interactive Media into the Traditional Mix

Written on
Jan 18, 2006 
Author
Jaime Gottlieb  |
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The New Media Blend: Working Interactive Media into the Traditional Mix

In an era in which the meaning of “traditional advertiser” continues to erode, and interactive options emerge in the blink of an eye, we in the interactive world know that advertisers must be forward thinking just to keep up. And while most have indeed already begun to drop pennies into their interactive spending buckets, we still have more than a few stragglers in our midst.

A quick look at what differentiates so called “new media” and “traditional” advertising from one another in advertiser’s minds offers a few clues as to where the industry now stands. According to an eMarketer report last year, “84% of US advertising professionals told the American Advertising Federation, what makes the Internet different from traditional media is that it encompasses both classic targeting methods, such as demographic and psychographic profiling, and interactive ones, such as behavioral targeting and paid search.” But what the study also found is that most advertisers (95%) view the Internet and new media as an “enhancement” or a “compliment” to their traditional advertising buys.

So, by and large, advertisers like the Internet as an “enhancement” option—but they aren’t exactly jumping overboard to replace their traditional spending with interactive buys. This, of course, raises some interesting questions for media planners trying to nudge their clients in the direction of interactive buys. Given this particular landscape, we wondered: What’s the best way for a media planner to go about introducing new media to those who still only view it as a compliment and not a place for a larger investment?

To find an answer to that question we approached Lisa Seward, Media Director of Fallon. For Seward, the key is to assume nothing. The initial thinking when planning a campaign has more to do with “What’s the business problem?” and creating a strategy around that—rather than going into a planning strategy with media buys, including new media, already laid out.

“I like to stay really, really neutral in the earlier phases of plan development,” Seward tells me in our conversation. “You don’t want to go into a media plan assuming it’s magazine or assuming it’s television. You want to go in open to absolutely everything including skywriting. Once you figure out your overarching strategy and sort out how much is enough in terms of pressure and weight, you start thinking about which channel.”





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