As agencies are beginning to realize, in a media universe populated by tens of thousands of commerce sites, all competing for brand awareness and consumer recall, the demand for offline advertising vehicles is gigantic. And the demand has begun to exceed the supply. The Ask Jeeves marketing message was stickered on 15 million California apples to be distributed nationally. CI Host rented space on Evander Hollyfield's boxer shorts in the recent showdown against Lennox Lewis. CNET will introduce brand coffee cup sleeves.
Golf courses are also a great place to reach upscale computer users.
The sudden surge in offline advertising isn't just about making impressions. It's about effectiveness. Only a few Internet company ads resonated with consumers. Web ads are coming up short while offline is coming on strong. Clearly, Web-centric agencies are missing a bigger picture.