Spent some time with a New York City based advertising agency today. Spoke with the interactive buyers, as well as those in charge of broadcast and print. Guess what? They’re ALL interested in buying web in some form, even non-banner inventory, even though they may have originally been focused on broadcast or print, or plain ole banners.
At first I thought all 3 buyers would have a separate bucket of marketing dollars from which to pull. But no. All 3 that I talked to, had access to a central pool of dollars that they could use to solve a marketing challenge; whether it be in print, broadcast, online or some other form of marketing or promotion.
Makes sense. The days of relying specifically on one form of marketing or another, are over. Lucky for me, I had a fairly large bag of tricks up my sleeve; rich media display ads, sem/seo, online video solutions, as well as event marketing placement.