Online Display Market Is Being Overhyped?

The new media isn’t much different than the old media, at least when it comes to display advertising.  So says Abbey Klaassen in a recent article for AdAge.  Klaassen feels that the hype surrounding web display ads is simply the web bubble hype revisited, lots of promises and blue sky but where’s the beef? And she has a point. The numbers show that Proctor & Gamble spends about 1.5% of it’s massive ad budget on display ads. Some see enormous upside potential in these numbers and others wonder, if display ads are so hot and valuable, why are the very smart ad and marketing people at P&G holding back?  Is the glass half empty or half full?