Outlook Is Hopeful At Jupiter Ad Forum

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Referencing a quote from telecom analyst David Isenberg to illustrate the Internet’s upstart reputation, Agency.com managing director Andy Hobsbawm said at last week’s Jupiter/ClickZ Advertising Forum, “The milk of disruptive innovation doesn’t flow from cash cows.”

It’s a given that the big ad dollars reside with broadcast. But the hundred-plus attendees at the two-day conference in New York voiced optimism that the “disruptive innovation” of the Internet and emerging technologies will demand that budgets be realigned to more accurately reflect today’s media-consumption patterns.

“Larger agencies will see the budget slip away spot by spot,” said Mark Kingdon, CEO of Omnicom Group’s Organic in San Francisco.

According to Jupiter Research, the sea change could arrive as soon as 2008.





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