This is becoming a favorite metric for tracking the transition of ad spending from traditional to new media.
Mary Meeker of KPCB is the author of this slide and you can see her entire presentation here.
There shouldn’t necessarily be a one to one ratio in time spent with media to percentage of ad spend with that media, that being said, it is still an interesting way to watch ad dollars as they chase consumer media consumption.
This latest report still implies that advertisers are still stuck in the old ways of doing things as we spend too much money on print as compared to the amount of time consumers spend reading it. Print readership is going down and so too is print ad spend but there still is a huge disconnect and that becomes a place to move dollars from, to address the opportunity gap that is still present for the Internet.
Mary Meeker identifies a $20 billion opportunity for the Internet with the most glaring disconnect being between the amount of time consumers spend on their smartphones versus the amount of the ad budget that does to mobile advertising.
On the local level I see the problem primarily as local advertisers simply not having the knowledge or the skill set to develop mobile sites for themselves. The solution for someone in charge of local advertising is to provide dealers with an online mobile site, loaded with great brand material and customizable by the dealer.
And, the best place to make that happen is inside of your online marketing portal or ad builder.