BLOGGERS KEEPING THE BASTARDS HONEST ON GREEN PROMISES IN THE US
January 2nd 2008 06:47
Greg Stern, chief executive of the American ad firm Butler, Shine, Stern & Partners said that a green backlash, possibly fuelled by bloggers, will come into effect this year as US consumers question whether companies are living up to the many promises made via advertising last year.
Stern said, “Marketers will be more intensely scrutinised for their green efforts. Those that don't hold up will be called out via blogs and elsewhere online, ultimately leading to consumer scepticism."
Stern made his comments in a Wall Street Journal article today about how the web's emergence is forcing ad executives to succumb to marketers' demands that agencies reinvent how ads are created, and forgo their TV-centric approach.
It said softness in the economy also will likely drive more money to the Internet, which can be cheaper than other media and has a reach that is easier to measure, which is attractive to advertisers in slower times.
Merrill Lynch predicts overall ad spending in the US for 2008 will increase 2.3 percent, while the portion of that spending on the web will increase 18 percent.
Publicis Group's ZenithOptimedia says it expects the amount spent on internet advertising to overtake spending on radio in 2008, and spending on magazines in 2010.
- From MediaBlab
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