Intel has decided to accelerate their shift of ad dollars to newer media like the internet and away from older media such as radio and TV. The reason they gave is that consumers are turning more and more to online media when researching purchasing decisions and they desire the level of engagement that the web offers.
Sean Maloney, EVP at Intel observed, "In the last year, there appears to be an acceleration of attitude-forming, opinion-forming online, instead of in the traditional media, and we have to respond appropriately."
OK, no surprise that a technology company would see the writing on the wall, but even lower tech companies are changing their media plans. The American Egg Board, which promotes egg consumption, used to dedicate 100% of their ad budget on traditional media but they are now adding online media such as a redesigned web site and blogs. Roughly 20% of their $10 million budget will be spent on new media. (By the way, who knew there was $10 million available to talk about eggs?)
The Partnership for a Drug-Free America predicts that over 30% of its budget will be online within the next 2 to 3 years.
All the rules of online advertising are changing. Once upon a time consigned to afterthought status inside of many media budgets, it is now taking its rightful place as a key element of any media buy.