"In the digital age," he said, "we need to be able to manage thousands of small placements," as opposed to just the "big blockbuster properties."
To illustrate, he told the audience what he considers the biggest waste of ad dollars today: "Putting a PoliGrip ad in front of a person with a full set of teeth."
"It's not about reaching every consumer," he said. "It's about reaching the right consumers."
By contrast, Peter Weedfald, Sen. VP, consumer electronics and North America corporate marketing at Samsung Electronics, Inc., proposed that the advantage to the Web wasn't just that it allowed for more precise targeting, but also for greater frequency and consistency than TV.
"The Internet is the fastest, most dauntless, most assiduous weapon I have to build demand," Weedfald said. It's also one of the cheapest, he added. For example, he said, Samsung always runs a banner ad on certain Web sites--giving the company persistent exposure on those sites.
If media buyers moving away from trying to reaching as many consumers as possible, towards micro-targeting, MSM needs to change their service or give way to micro and nano media.