Great Point from Brian Weiner
Brian Weiner, CEO of 360i, makes a great point regarding pricing of interactive ads. We're currently seeing the basic collapse of the free media (and maybe soon the subscription media) business because of the pricing of interactive ads.
His overall thesis is that the pricing of interactive ads are far too low to support the media ecosystem that marketers depend upon for getting their message out. He bolsters this point by making the observation that the price for interactive ads is artificially low given the benefits provided by interactive ads.
He's right. An ad viewed by 1000 people online should really be priced higher than the price of an ad viewed by 1000 people in print. Interactive ads are a superior product: trackable and measurable. In rational markets superior products are more expensive than inferior products. See Job, Steve, and Apple for a good example.
His overall thesis is that the pricing of interactive ads are far too low to support the media ecosystem that marketers depend upon for getting their message out. He bolsters this point by making the observation that the price for interactive ads is artificially low given the benefits provided by interactive ads.
He's right. An ad viewed by 1000 people online should really be priced higher than the price of an ad viewed by 1000 people in print. Interactive ads are a superior product: trackable and measurable. In rational markets superior products are more expensive than inferior products. See Job, Steve, and Apple for a good example.
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