Advertising Sales is Still Sales

A WSJ article today reported that eBay is moving ahead with Online Media Exchange, a forum for buying and selling advertising. Networks are crying foul claiming that the system will erode prices. Well, it probably will. But prices in TV advertising have been erroding for a much bigger reason…no one is watching. Or at least fewer people are. The point is that TV networks should be figuring out how to re-invent themselves to serve a changing marketplace. Video On Demand, Podcasts, Integrating Gaming with TV Programing. The old model just isn’t working.

What’s really interesting is that the article talks about networks stressing the importance of personal relationships. Online forums that commodify products are not exclusive to television. They’re coming to a wide range of industries and will recreate how we think about sales, advertising, trade shows, and loyal customers. Trying to stop these forums from existing isn’t a realistic approach to the future. Adding to the discussion with credible content is essential.

(Link to the WSJ Article)

(Link to ABI White Paper: Marketing Credibility – The Difference)