Only five seats remain
for the Digiday Programmatic Marketing Summit, May 6-8 in Palm Springs.
Time to start embracing the GRP, reach and frequency, three martini lunches, handshake deals, whatever it takes. Because TV is beating digital by playing the same old low-tech games.
At least that’s a takeaway from a new survey released by the Association of National Advertisers, which found that 47 percent of marketers increased their TV budgets since 2009. That’s during a brutal recession and during a time when online media consumption ballooned.
For executives from the digital media world, this should be eye-opening. Marketers still love the sight, sound, motion and brand impact, despite all of its targeting shortfalls and lack of interactivity. During a panel session at Digiday’s Digital Publishing Summit in Bonita Springs, Fla., on Monday, MediaKitchen CEO Barry Lowenthal lamented the idea of the digital media industry adopted TV’s the GRP as “sad” and “backward.” It will be even sadder if the digital ad industry doesn’t start commanding a bigger share of dollars. Fights over metrics will seem backward at some point.
Trending in
Most Read
More in Media
Beehiiv adds even more features to go up against competitors and win over creators
April 23, 2026
Weeks after podcasts, Beehiiv continues to add to its platform infrastructure to court creators, but is it enough?
Media Briefing: As traffic declines, publishers see gains in commerce conversions and CTR
April 23, 2026
Publishers like Forbes and Apartment Therapy see growth in commerce business as audiences convert better despite shrinking traffic.
Vibes over metrics: Why more creators are holding IRL events to own their audience
April 22, 2026
IRL events are becoming increasingly important pillars of a content creator’s growth strategy; here’s why.