Shifting how advertisers spend

Mike Porter of mediaedge:CIA says that we are on the cusp of a big change towards the internet as an adivertising medium. Now consumer behavior and the internet are the first considerations, and then how traditional media fits into that next. It's a complete about face.

Peter Evans of Toyota says that their efforts are more about dialogue and two-way rather than traditional mass media. The other major trend is to integration, for example Toyota's landmark deal to buy across all PBL's properties.

Another issue being discussed is performance-based journalism. It is a real challenge for journalists to be measured on how popular their stories are.

On TV, Mike says that Australian legislation will drive a proliferation of TV channels and media, which means that the one advertising campaign will no longer work - there will have to be multiple campaigns to address the different audiences. Consumers are now far more reactive - and fast - in their behaviors, due to the Internet. It will be swifter, requiring far more nimble agencies than before. The data is there, so how do you respond to that data? Will increasingly know the value of advertising.

Peter says that media needs to create content that is relevant to them. This gives more customised messages than creating a TV commercial. Content will be driven by advertising.