| NAA mediaXchange is the largest annual gathering of industry executives in North America, offering unprecedented networking opportunities that combine an exchange of information and ideas with programming designed to generate results. The conference is designed to provide valuable ideas and insights to help newspaper professionals grow audience and revenue for their print and digital products. Sessions highlight leading-edge thinking about media strategies, successes in product and revenue development, new ideas and innovation inside and outside the industry, and tactics and techniques to employ in print and digital.
Rothenberg: "If we build it, they will come"
By Madeline Marshall
Publishers have incredible opportunities for creative and interactive advertising online to help their customers' brands, Randall Rothenberg, president and CEO of the Interactive Advertising Bureau, said in his keynote speech Thursday.
Building the brand makes publishers valuable, he said, and can't be built just through display advertising like banner ads.
Consumers spend most of their time with television media, and Internet media is a close second. Yet money spent on Internet advertising is one-third that being spent on television.
Online advertising remains focused on banners and ads similar to direct mailings or "junk mail" that consumers just "see" but do not really "view," like television ads, he said.
"If we build it, they will come," Rothenberg said. Online advertising has a tremendous opportunity to engage with consumers and become valuable.
"Use the full palette of the medium to engage the hearts and minds of consumers," he said. "Interactive advertising needs a creative revolution."
Rothenberg stressed that no one decreed that ads must be just still banners and that they can utilize video, engagement, social media and real-time updates in the same space.
Users spend twice as much time on interactive ads like IAB's Rising Star units, which use interactive formats. Using that model, the price of ads could increase when they leave the overinflated banner ad medium.
Madeline Marshall is a student at the University of Maryland. She is one of several local university journalism students reporting live from NAA mediaXchange 2012 in Washington, D.C.
Apr 05 2012, 11:17 AM
About Amanda Knowles
Amanda Knowles is Web & Social Media Manager at the Newspaper Association of America. Before coming to NAA, Amanda spent four years working in print journalism, both at the college and professional level. She has worked as a copy editor and news page designer for two daily newspapers in northwestern Pennsylvania, The Erie Times-News and The Meadville Tribune. Most recently, she collaborated on The American Observer, the online magazine edited and produced by graduate journalism students at American University in Washington, D.C. Amanda believes strongly in the secure future of the newspaper, and is excited to be a participant in the movement to integrate traditional print media into the burgeoning digital world.