Andrew Walmsley speaking at AOP's Digital Publishing Summit

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The Guardian

01/10/2008

From the Guardian digital content blog, by Jemima Kiss:

The numbers might look as good now as we had hoped at the beginning of the year, said Andrew Walmsley of i-level, but the outlook is still for significant growth - 18% in digital this year."In the next few years we're going to se a shift to digital being at the core of meeting communications. Digital is becoming for some brand the key environment in which we talk to consumers, sell to them and the key place that we go and listen to what they have to say. That's a big challenge to agencies who come at this from a different direction."

Walmsley said the large inventories but low ad rates of social networking can be explained through the different dynamics of those communities. "Social networks change the tacit contract between consumers and media owners. With ITV people know that this is ITV's content and accept that they will be interrupted with an advert. On social networks, people think 'this is our media', which means they think advertisers don't have an automatic right to be there.

"That doesn't mean advertisers can't be there, but does explain why the yields are so poor on social networking sites."

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