Comments on: Aggregating Cross-Channel Audiences – State of Industry http://www.darrenherman.com/2008/09/30/aggregating-cross-channel-audiences-state-of-industry/ Marketing, Media, and Technology Conversations Sat, 13 Mar 2010 14:47:48 -0500 http://wordpress.org/?v=2.8.6 hourly 1 By: Craig Wilson http://www.darrenherman.com/2008/09/30/aggregating-cross-channel-audiences-state-of-industry/comment-page-1/#comment-63925 Craig Wilson Mon, 06 Oct 2008 09:00:18 +0000 http://www.darrenherman.com/?p=801#comment-63925 Great insight. These guys are really forcing change at an amazing rate. Where will it end? Great insight. These guys are really forcing change at an amazing rate. Where will it end?

]]> By: Darren http://www.darrenherman.com/2008/09/30/aggregating-cross-channel-audiences-state-of-industry/comment-page-1/#comment-63059 Darren Wed, 01 Oct 2008 13:03:12 +0000 http://www.darrenherman.com/?p=801#comment-63059 Christien, you mentioned a great point. Most agencies and brands can't keep up. That's 100% correct. The pace of innovation is too fast and much of it is going to get lost. Christien, you mentioned a great point. Most agencies and brands can’t keep up. That’s 100% correct. The pace of innovation is too fast and much of it is going to get lost.

]]> By: Alan Kelley http://www.darrenherman.com/2008/09/30/aggregating-cross-channel-audiences-state-of-industry/comment-page-1/#comment-62999 Alan Kelley Wed, 01 Oct 2008 03:35:06 +0000 http://www.darrenherman.com/?p=801#comment-62999 Darren, another excellent, thought-provoking post Darren, another excellent, thought-provoking post

]]> By: Christien http://www.darrenherman.com/2008/09/30/aggregating-cross-channel-audiences-state-of-industry/comment-page-1/#comment-62996 Christien Wed, 01 Oct 2008 03:16:31 +0000 http://www.darrenherman.com/?p=801#comment-62996 It's amazing how much forced change Google is creating. At some of the largest media buyers in the world, media silos are being brought down in an effort to keep up with Google. Google is creating the model for the way to do it. The models for TV, print, radio, etc are already in stone, and Google, on a daily basis, defines how digital media is bought and sold. Buying arms of agencies can't keep up. It will reduce agencies back to planning and creative only. On the OOH vendor side, I know some companies that are scared to death of Google creating an "Outernet" backbone because it will render them obsolete. Anyway...great insight as always! It’s amazing how much forced change Google is creating. At some of the largest media buyers in the world, media silos are being brought down in an effort to keep up with Google. Google is creating the model for the way to do it. The models for TV, print, radio, etc are already in stone, and Google, on a daily basis, defines how digital media is bought and sold. Buying arms of agencies can’t keep up. It will reduce agencies back to planning and creative only.

On the OOH vendor side, I know some companies that are scared to death of Google creating an “Outernet” backbone because it will render them obsolete.

Anyway…great insight as always!

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