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The whole phenomenon upsets the apple cart called “measured media”. Nobody is going to know how much money is being spent on social media since those expenditures involve an internal expense or a fee transaction with an agency. The fees paid are wildly variable. This means the whole concept of tracking competitive spending becomes more difficult if not impossible
interesting point. Traditional media probably grew at a much slower pace and all the infastructure that it required was built over a time frame. There must have been a time when it was hard to measure spend on traditional media. One can only assume that this will get solved, by some smart people sometime in the near future. As the ad models become more sophisticated and developed on Facebook and Twitter, they will get measure. Of course, that doesn’t account for the free stuff that just happens, but my guess is that these new brands will work out a way to get “paid” for that as well.