Tipping Point

[bryant...@gmail.com]

My big Q for this small group of industry insiders... What's the
tipping point.
For those of you who have known me for a few years or more, you've had
endure ad-speak, tech-jargon and design lingo to get to the meaning of
all this convergence media business that's finally starting to catch
on.
Now that Nokia is a media company (Ovi), carriers are becoming credit
issuing banks, Apple's media distribution channel is a mobile device
and Murdoch Space, what's the impact on media budgets shift to
interactive look like in the near-term future?

I suspect the sucking sound we're hearing on Madison Avenue these
days has a direct relation to online channels, personal branding, pay
per post, affiliate networks, social networks, social media marketing
and the "G" word. While ad media was either flat or down across
categories in '07, online was up a reported 15 percent. Still, after
20 years of consumer migration, online represents only 7.6 percent of
media including broadcast, outdoor, magazine and newspaper. That's not
a percentage exactly in line with social behavior.

What are your thoughts on media spending trends? If the consumers are
online, why aren't the advertisers in equal proportion. if it took 20
years for interactive to grow below 10 percent of ad spending, what's
the projection for mobile ad spending (8 percent of interactive in
2008) really look like?

I will now don my tin-foil hat and two left tennis shoes while I take
a long walk in the rain to consider the matter while mumbling an
incoherent rant, peppered with lateral industry buzz words.