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Online advertising is suffering from a fundamental flaw in its sales process. Put simply, products with sizzle sell but rarely scale. So what do I mean by “sizzle”? In the early days of rich media, it was creative like Superman flying across the page or pop-up research studies, and today it is interactive pre-roll or full-page interactive ads.

I call this the scale vs. sizzle conundrum and it is causing a wide-range of problems for clients trying to reach measurable campaign objectives. Let’s take a closer look at the problems inherent in this scenario.

Problem #1 – Under-Investing In What Works

I can’t even count the number of times I’ve heard a media buyer ask, “Do you have any new products to discuss?” Yet I can count on one hand the number of times a media buyer has said to me, “Why don’t you come in and tell me what actually works.”

As a result, media sales reps are trained to focus the majority of every conversation on what’s new, because that’s what sells, and ultimately, clients end up massively underinvested in the media and ad products that actually drive their objectives forward.

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