US advertisers' topics of the year, 2004

Horst Stipp

Horst Stipp, senior vice president, primary and strategic research, at NBC Universal, discusses the two big issues of 2004, in U.S.

US Advertisers' Topics of the Year, 2004

Horst StippNBC Universal

It seems that every couple of years, new topics emerge that capture the headlines in the world of advertising. The topics may have been around, but they suddenly emerge as major issues. A few years back, American advertisers and agencies became fascinated with optimisers and optimisation. (This was long after European advertisers had started using them.) Effective reach and reach planning were also top topics for a while, beating perennial favourites such as the rising cost of advertising.

In 2004, three topics emerged as new hot issues. Which...

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