Can Old Media Enhance New Media?: How Traditional Advertising Pays off for an Online Social Network

Allocating marketing budgets in the most efficient way remains one of the key challenges for any marketing executive.

Can Old Media Enhance New Media?: How Traditional Advertising Pays off for an Online Social Network

Markus Pfeiffer and Markus Zinnbauer

Vivaldi Partners

INTRODUCTION AND REVIEW

Advertising spend is experiencing its biggest decline in history. Online advertising has also been affected by an expected 5.4 percent year-to-year decrease in revenue in Q3 2009 (Interactive Advertising Bureau [IAB], 2009a). Online advertising budgets, however, are expected to experience major increases in the coming years. Today, in the United Kingdom (and six months ago in Denmark), Internet has overtaken television as the biggest advertising sector by market share (IAB, 2009b).

In...

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