Jeffrey Rayport is a HBS professor and was a board member of Organic back in 1999-2000. He has been both active in the industry and influential.
No question as he states here that there is a “Marketing Confidence Gap” as we call it Ogilvy — basically that interactive media is under weighted in media plans. The difference between 6% and 30% is too great.
But has it been proven that it needs to be 1:1?
Print has historically be a higher percentage of budgets then its media consumption time. Is that simply because it works — or is because it is easy to buy and do creative for? Are the big 4 dominant because they work or is it because they are the easiest to buy and run?
Advertising is not an efficient market and as long as interactive marketing wraps itself in complexity it will be held back.
OUTSIDE THE BOX
Advertising’s death is greatly exaggerated
Commentary: But marketers are losing touch with customers
By Jeffrey F. Rayport
Last Update: 12:10 AM ET Jun 8, 2007
BOSTON (MarketWatch) — No one could have missed the mad rush in recent weeks among advertising and technology players in their high-stakes game of musical chairs over online advertising assets.