Link: 4 wish list items for improving digital reach - iMediaConnection.com.
"Sit a VP of marketing or a brand manager down at the bar, start to imbibe, and eventually they'll tell you that digital doesn't get a larger share of advertising budgets because of the uncertainty of its delivery. Whereas, an advertiser can call an agency, ask to see what a $5 million TV buy looks like, and get something back from the agency in short order that details the deliveries of a prototypical plan.
We still can't do that in digital very well. When advertisers call the TV buyers, they get a concise delivery report. When they call the digital folks, they get a turning hourglass."
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