The difficulties of hiring people who know how to create, sell and measure internet advertising are limiting the pace at which marketers can shift money from traditional media to hot web properties. According to advertising and media industry executives, one of the biggest obstacles towards even more rapid growth in the online advertising industry – particularly online video advertising – is the lack of experienced staff. “The internet is a less linear space controlled by the consumer, and that makes advertising strategies a lot more complex than those used for television,” said James Kiernan, associate digital director at MediaVest. “There is a dearth of talent on the agency and marketing side and the online publishing side.”
The web is the fastest-growing advertising sector.
In the US, spending is expected to increase by nearly 30 per cent this year to $16bn. In the rest of the world, growth is expected to reach 35 per cent this year, raising spending to $11.6bn, according to Merrill Lynch estimates.
“There is a shortage of talented people out there,” said Robin Kent, the former chief executive of Universal McCann Worldwide.
The whole story can be found on The Financial Times @
http://www.ft.com/cms/s/e2a439cc-378b-11db-bc01-0000779e2340.html.
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