New York’s Adverting Week kicked off with a feel-good announcement from the Interactive Advertising Bureau (IAB). Online advertising revenues for the first half of this year spiked up 26 percent over the first half of 2004, to a record $5.8 billion.
That’s a very lowball number because it doesn’t take interactive marketing spend into account. While dashing across town to what began to feel like most of the 200 Advertising Week conferences, symposia and events, I realized it’s marketing — not advertising — that interactive is turning towards, both on the client and the agency sides. Increasingly, brand advertisers are complementing their ad campaigns and media buys (if not outright replacing them) with much more integrated, consumer-oriented (and often, consumer-generated) online marketing campaigns.
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