Not Online? Not A Real Brand.

Terry O’Reilly writes:

A strong sign of television’s slow fall from media supremacy came in 2005, when I was honoured to represent Canada on the first-ever Radio Lions jury. There we were told of two interesting trends: that entries in the TV ad category were down and that entries for the “Cyber Lions” category–that’s for online marketing–were up. To put this in perspective, the Cannes Lions International Advertising Festival was founded on television and film in 1959, and those two media have been the flagships ever since. Until now.

To register what this means in my business, consider this: a generation ago, television was the top ad medium, and a major brand wouldn’t dare exclude it from their media buy. Today, major brands are shifting their annual marketing budgets out of TV. Billboards, too, have lost the status they once enjoyed and are coming to be regarded as the “smokers” among advertisers–reviled, marginalized, and in some jurisdictions, restricted or even banned. Yet no major brand can afford not to have a website. The shift has begun. The Age of Persuasion: How Marketing Ate Our Culture, p.176

There you have it. 2005, folks. I’ve long gotten used to telling people things that they don’t tend to believe for three years, after which it seems obvious — usually when someone else brings it to their attention. So back in 2002, was I saying that this was coming? Actually, yes. I was saying that back then.