Wednesday, September 27, 2006

Travolution@PhoCusWright Brussels - Stupid budgets

[Brutally honest] quote of the day so far comes from Google’s head of travel in Europe and a member of Travolution’s executive advisory board, Esteban Walther.

“If people want to pay a high price for a click they are either stupid or have a very set marketing strategy!”

Walther also raises an interesting point that hits right at the heart of the online advertising debate.

People are using the internet for around 20% of their overall media consumption time, but online advertising accounts for a fraction of media spend.

One answer to this, put forward to us during an interview for a profile in the October edition of Travolution, suggests advertising budgets are still being ring-fenced and often operate under different marketing bosses. One for online; one for offline; often set up to 18 months in advance, with little chance of movement between the two to react to market forces.

Kevin May, editor, Travolution

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