WSJ interviews Rishad Tobaccowala, “formerly chief innovation officer of Publicis Groupe’s Publicis Groupe Media, has been tapped to head a new consulting firm Publicis is setting up.”
WSJ: If I were a marketer and only had enough of a budget to invest in one new ad platform, which one would you recommend?
Mr. Tobaccowala: If you were a marketer that has used lots of TV advertising, I would recommend broadband [high-speed] Internet-TV. Advertisers have long thought the Internet was about key words, buttons and banners because there weren’t enough households that had broadband pipe. Now that has changed with broadband penetration. But the moment you get broadband the way you utilize the Internet completely changes. You use it more and use it for entertainment. It’s the spine that makes the Internet more than just information and communication . But now it’s also an entertainment medium. The next addictive medium after TV is the Internet.