Phase2Media's Richy Glassberg Offers 10 Ways to Make the Internet a Better Medium for Marketers.

Business Editors

NEW YORK--(BUSINESS WIRE)--May 7, 2001

In Keynote at @d:Tech Los Angeles, IAB Vice Chair Calls for

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"Given the Internet advertising industry's enormous potential, how did we get where we are today? Where did we go wrong," asked Richy Glassberg, CEO and chairman of Phase2Media, an Internet advertising sales and marketing organization, during his keynote speech at @d:Tech Los Angeles on Thursday of last week.

Glassberg, who also serves as the vice chairman of the Interactive Advertising Bureau, gave an overview of the missteps the Internet ad industry has made in his keynote at the Los Angeles Convention Center. "Very simply, we're all at fault," said Glassberg. "We as an industry have not pulled together. We haven't created comprehensive, advertiser-friendly metrics. Sites have not been creative in their thinking about online advertisements. Agencies haven't been...creative."

The main focus of his speech, however, was the challenge he issued to everyone involved in the Internet ad industry. "Each and every one of us involved in the Internet advertising industry needs to become an evangelist and sell the medium. Every presentation an interactive media company makes should start with information about the power of Internet advertising," he said.

Glassberg offered up a framework for next steps that will move the industry in the right direction in the form of "Ten Ways to Make the Internet a Better Medium for Marketers":

1. Develop More Effective Media Plans - There is no substitution for effective media planning. We must develop plans that are as well thought out as they are in traditional media. Agencies need to evaluate the ROI of all of all media strategies, recognize the extraordinary opportunities the Internet offers and train their staff. Instead of relegating the Internet to inexperienced advertising professionals (a.k.a. the most junior media planners), why not assign the most talented, experienced staff to tackle it. Planners need to be up-to-speed on what works: buys tied to specific campaign objectives; careful analysis of the demographics of specific sites and their content areas; analysis of past placement history data and site "action profiles"; contextual placements (just like in other mediums); pre-, during and post-buy analysis.