This morning’s keynote included Ted McConnell, Manager Interactive Marketing Innovation for P&G and Jeff Bell VP Chrysler & Jeep.
First up was Ted McConnell from Procter & Gamble. He started out discussing the state of interactive: what’s working and what’s not working. He offers big kudos to the interactive industry for being so innovative and creative.
Last year there was a $9.6 billion spend on interactive out of $264 billion overall. That means only a 3.7% of total ad spend and interactive has been around 10 years. Why?
The underlying problem with interactive is acceptance. Interactive needs reliable, historical data to improve confidence for increased ad budgets. Engagement is the measure that can differentiate interactive. “If we don’t change we’ll never “break out” from the current level of spending.