MONDAY MEDIA / HOW ONE AD WHIZ EXPLAINS WHY ONLINE AD BUYS TOPPED TV ADS FOR FIRST TIME

Australian-born ad exec David Droga of Manhattan based Droga5

Jonathan Ringen, whose bylined article “Advertising Superstar David Droga Knows How to Get In Your Head,” appeared first in Fast Company’s website.  Below is a snippet pointing out a watershed moment in advertising history:

“...Droga—who has a reputation for being outspoken, edgy, and critical of his industry—is one of the ad business’s key thinkers at a moment of major uncertainty. Last year, digital marketing in the United States exceeded television advertising for the first time, with $72.5 billion spent online versus $71.3 billion paid for TV spots, according to a PricewaterhouseCoopers report. With 30-second TV spots increasingly being replaced by programmatic advertising on Facebook and Google, the creative work done by traditional agencies matters far less than data analytics and targeting...”

For the entire article click here.

ABOUT FAST COMPANY: Fast Company is a progressive business media brand, with an  editorial focus on innovation in technology, leadership, world changing ideas, and design. Written for, by, and about progressive business leaders, Fast Company seeks to inspire readers to think beyond traditional boundaries, lead conversations, and create the future of business.

Launched in November 1995 by Alan Webber and Bill Taylor, two former Harvard Business Review editors, Fast Company magazine was founded on a single premise: A global revolution was changing business, and business was changing the world. Discarding the old rules of business, Fast Company set out to chronicle how changing companies create and compete, to highlight new business practices, and to showcase the teams and individuals who are inventing the future and reinventing business.

-->

Article author Jonathan Ringden