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Will media buyers be out of a job?
General Discussion
I've frequently heard speculation that automated systems for buying media (a media NASDAQ) are around the corner. Others say this will never work because of vested interests and/or its a business of human relations. The recent article http://adage.com/abstract.php?article_id=115896, "Google Launches National TV-Ad-Sales Test on Echostar" is an interesting recent example of the media-NASDAQ trend. Will it work and spread? Should media buyers be retraining? Does anyone know if/how an agency can buy through this system? Media buyingSubmitted by swilcox@hawthor... on Tue, 2007-07-10 05:15.
It seems to me that media buying is safe as a profession because no matter how open a system may be, the professionals simply are better at it. Anyone can fire up an Adwords account, but a lot of small businesses are really just guessing. People who do search word buying every day are obviously going to be better at it than Joe Public is. The same goes for media buying and Joe Business. Joe might get by, but he'd do a lot better if he can afford to turn accounts over to the experts.That said, media buyers will likely need to retrain. Ten years from now, those who don't will likely be wondering what happened! |
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Google TV and the Future of Media Buying
Spotrunner, Softwave Media Exchange, and now Google TV: the online media exchange business is booming.I think the release of Google TV to the public makes the questions above even more relevant. I think electronic TV media trading is inevitable and the barriers are heavily entrenched vested interests.