Internet Ad Growth Pressures TV To Change

NEW YORK (Reuters) - Internet advertisers and marketing professionals have a message for television networks: get ready to change the way you work.

As Internet advertising grabs a bigger share of marketing budgets and ad agencies tailor spots to a new medium where attention spans can be measured in split seconds, television networks will have to adjust, executives told the Reuters Media and Advertising Summit this week.

"We believe the Web site will ultimately replace the 30-second commercial as the central expression of the brand ... The TV commercial over time will become more of a way to simply send people to your Web site," said Brian McAndrews, chief executive of Internet marketing company aQuantive Inc..

Source : Yahoo News