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 REVIEWAdvertising 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...