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Marketing, Digital Marketing Article, online advertising
Article at a glance:

A reality check for online advertising

  • Internet advertising has recaptured the imagination of marketers.
  • Yet recent McKinsey research finds that supply bottlenecks could limit the pace of online ad growth and drive prices higher. Moreover, a dearth of ad agencies that can manage both traditional and digital campaigns could further slow the shift in spending to online ads.
  • Over time, inventory levels will increase, and marketers will be able to shift larger portions of their budgets online. Until then, marketers will have to manage a broad and rapidly changing array of media vehicles.
This article includes the following exhibit:
  • Exhibit: Demand for online advertising could exceed available supply.

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