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eMarketer, the source for the numbers above, sees the growth of online advertising slowing from 16.6% this year to 6.4% in 2016. Still, digital will continue to be a bigger part of total media ad spending in the years ahead. I can get very frustrated with editors and reporters who prefer to live in their own little world. When it happens, I do my best to remember I used to be one of them — until their stubbornness makes me incredulous all over again. After five years of media turmoil, the profession I love clings to the belief — or certainly the behavior — that the industry’s problems are for other people to solve. And when steps are taken to solve them, my colleagues will put up a fight if they can’t do exactly what they did before. If a solution involves new advertising ideas, they’ll just sulk and go home. That’s when I remind them that print pages and digital screens deliver the ad impressions that generate the revenue that pay the salaries that enable journalists to do what they do.... [Forbes' Lewis DVorkin offers a valuable look at online advertising and journalism. Recommended reading! ~ Jeff]
Nowhere was the wall between editorial and ad sales as high nor as impenetrable than at mainstream news organizations. Who can forget the maelstrom that erupted in 1999 when one esteemed journalistic enterprise the Los Angeles Times blurred those lines by publishing a 168-page special Sunday magazine issue devoted exclusively to the city’s new sports arena, the Staples Center? It was an ad-brokered deal. The Times's respected media critic at the time David Shaw recounted the ethical breech (and the newsroom turmoil it caused) in a 30,000-word critique titled "Crossing the Line." Many other media pundits echoed Shaw's distaste for this egregious church-meets-state no-no. My how things have changed! In an era when display and classified ad revenue at nearly every paper-driven media organization has fallen off the fiscal cliff, and the CPMs at Web-based media have failed to quickly fill the void, publishers have resorted to new and creative ways to blur the lines between advertising and editorial to enhance "ad" revenue. (Shaw, who passed away in 2005, would likely not be pleased.)... [Peter Himler offers an in-depth look at the crossover between editorial and advertising, trends and impact of social media. ~ Jeff]
Videos celebrating the use of locally sourced food for the creation of burritos, a woman’s first day of retirement after having recently lost her husband and the story of a young man who uses Sharpie markers to draw on disposable coffee cups are among the third group of 10 “Ads Worth Spreading” from TED Initiatives. An initiative designed to “recognize and reward innovation, ingenuity and intelligence in advertising,” TED’s Ads Worth Spreading looks to showcase ads that married content with technology. “TED began Ads Worth Spreading to provide a platform for conversations about creating not just effective advertising, but great content,” according to the report. “It was an opportunity for the advertising industry to step outside of itself and see how it fits in the zeitgeist.” For the first time, TED employed ACE Metrix to test each of the 10 advertisements with consumers to see how they performed for a U.S. audience. The point, says Ace Metrix CEO Peter Daboll, was to show the videos were more than just creative exercises.... [Study shows more creativity, marketing ROI with stories in ads ~ Jeff]
David Ogilvy puts Don Draper to shame. The original “Mad Man” was known as the Father of Advertising, and left quite a lasting impression on the advertising industry. His books Ogilvy on Advertising and Confessions of an Advertising Man are staples in an advertising education. The principles inherent in good advertising are very similar to those present in an effective presentation. The message should be delivered with the utmost clarity, and all words used should be concise. And like all great advertising, a great presentation should be memorable. On September 7, 1982, Ogilvy sent an internal memo to all his agency’s employees with some quick tips on writing. Here are several of them, and how we can apply them to our presentations... [Classic advice to writers all types from David Ogilvy ~ Jeff]
...Two-thirds in this group are more than 55 years old, and most are couples without kids or empty nesters who own their homes. An estimated aggregated value of their assets totals more than $7.5 trillion. Nielsen says they often live in suburbs and are adopters of high-end technology, and many have both a bachelor’s and post-graduate degrees and do not think of themselves as rich. But not all these higher-income homes are created equal. Nielsen says marketers need to work harder to micro-target new products and services -- especially when it comes to financial companies-- with more segmented messages. Here's why: They tend to tune out traditional marketing strategies. Good news for marketers: They are avid consumers of media....
One popular Advertising Week seminar was about getting the approval for campaigns that go beyond creative to just plain strange. For instance, a panel discussion on Wednesday, composed of marketing executives for three brands with large ad budgets — Axe, Kia and Pepsi Max — was standing room only. The attendance may have also been stimulated by the title, which, cleaned up, was something like “How the Heck Did They Sell That?” The “sell” referred not to how agencies create ads to sell brands to consumers, but how marketing executives sell agencies’ offbeat — and sometimes off-putting — ad ideas to their bosses. The moderator, Jason Harris, president and chief executive at Mekanism, gave as an example a commercial with a wacky wizard that his agency created for Method laundry detergent. The company approved the spot because “the cost-to-weirdness ratio” was low, he said....
From ignoring your logo to including every piece of contact information possible in your email signature, here are a dozen things to avoid to maintain brand harmony.... [Good reminders for marketers, reputation managers - JD]
Advertising Age is using Pinterest, an online pinboard to collect and share what inspires you. [Ad Age looks good on Pinterest! Fun way to get your ad news - JD]
Study finds male stereotypes in advertising may have a negative effect on the target audience. The stereotypical male is a common figure in television and Internet-based advertisements. Men grunt, watch sports, party and seem to have a testosterone-fueled take on life, especially in ads that focus on primarily male-oriented products like beer and aftershave. The overriding sentiment in modern marketing is that men want products that affirm a sort of over-the-top masculinity.
However, according to new research from the University of Illinois, these stereotypical advertisements might actually have a negative effect on their target audiences....
[This Bud's for you, pal! Don't mess with my marketing - JD]
New research identifies logo trends in the United States, including color, geography, and more. Thinking of using a leaf in your brand’s new logo design? You might want to think twice about that decision, because it’s not unique. That’s according to data from the U.S. Patent and Trademark Office as analyzed in James I. Bowie’s new blog, Emblemetric, which uses quantitative analysis from USPTO data to decipher and report logo design trends.
Nearly 3.8% of logos use a leaf in their designs (that includes generic leaves only, not specific types of leaves such as maple leaves or elm leaves). The trend of using leaves in logo design picked up steam in 2000, and today, leaves are considered a visual shorthand of an eco-friendly brand message. However, the use of leaves in logo design is even more popular in specific industries such as agriculture, chemicals, pharmaceuticals, and beverages (approximately 10%-13% of logos in these industries use leaves in their logos). Even the advertising industry is above average in its use of leaves in their own logos (approximately 4%)....
I've just finished reading 'Mad Women' by Jane Maas. Subtitled, 'The Other Side of Life on Madison Avenue in the '60s and Beyond,' the book is a page-turning, kiss-and-tell of a real world Peggy Olson (of ‘Mad Men’ fame). ...The stories are endless, hilarious and, in retrospect, shocking. One of the best concerned the first women-owned ad agency, Trager & Rosen. At their first meeting with a hotel chain CEO, T&R were asked to quote a fee. The CEO was horrified, and responded, “We don't pay hookers that much!”...
The Financial Times article, however, indicates that things are not really changing at all. Advertisers still want to get their ads in front of your eyeballs irrespective of how you might feel about it. But who are these “advertisers”? Based on the quotes and references in the article, it seems pretty clear that the “tension” originates from the old school media and ad agency folks, who feel disrespected by a company that puts user experience ahead of advertising opportunities. The article quotes an unnamed “senior executive at a large agency group” as follows: They have a great business, but it’s the hubris that drives me crazy. It’s a bunch of 23-year-old kids telling you about how you’re a dinosaur....
Warning: If you're addicted to spending ungodly amounts of money in an effort to interrupt enough people into becoming "aware" of your product, service, or idea ... skip this. You ain't gonna like it. The Pitch is a weekly docu-drama following two advertising agencies as they compete to win major business.
It’s a great show.
It’s also, in my opinion, a record of the death of traditional advertising.
May our dear cousin rest in peace....
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One of the primary problems marketers and public relations professionals still face in attempting to explain social media is the measurement. It's a problem they created and they can't get out of it. There are three reasons most social media measurements fail to impress executives. It's too broad in its attempt to quantify likes, followers, and fans. It's placed in a vacuum, without considering the interdependence of all marketing and communication. It's too direct response oriented, attempting to count clicks even if consumers respond to the social conversation in different ways — like visiting a store and actually buying something or bookmarking a link for future reference. The reality of social media is the need for integration.... [Sage advice from Rich Becker ~ Jeff]
“People don’t hate ads. People hate bad, interruptive ads.” That was the response of noted venture capitalist Fred Wilson when I asked him why Twitter and Tumblr have eschewed the online ad industry’s standard display ads in favor of their own, native ad formats. The exchange took place during an onstage interview I had with Fred on the past, present and future of digital advertising at AdTech here in New York. Over the course of the interview, Fred highlighted six key issues as critical to advertising-based Web services as they build their businesses for the future (credit to AVC community member William Mougayar for helping summarize them). Here they are... [Lots of advertising, marketing and social media insight ~ Jeff]
For a "new" content strategy, brands should be looking at marketing in print as an opportunity right now to get and keep attention. Find out why. I was on the phone this week talking to a customer about different options in print. He was interested in the discussion because he felt they needed to do more non-traditional marketing. Just think about that for a second… print is non-traditional marketing. That’s where we are today. Blogging, social media, web articles… that’s all very traditional. Now, am I saying that brands should be looking at print as an opportunity right now to get and keep attention? Yes, that’s exactly what I’m saying.... [Joe Pulizzi mentions seven reasons to rethink adding print to your marketing mix ~ Jeff]
While the tipping point was predicted a few years ago, 2012 is the year. For the first time, half of Forbes, Inc.’s revenues will come from its digital businesses, according to Meredith Levien, the business media company’s chief revenue officer. In a conversation at the American Magazine Conference, Levien was quick to point out that this proportional increase isn’t a result of shrinkage on the print side. Forbes' print revenues are also up, thanks to a 12.5% increase in ad pages in the first nine months of the year, per the Publisher’s Information Bureau. That compares favorably with rivals in the business category like Fortune, down 2.4% in the same period; Inc., down 6%; and Money, down 6.4%. (For the magazine business as a whole, ad pages are down 8.6% in the first three quarters.) Forbes’ digital revenues are up 27% through the month of August.... [Truly a tipping point for Forbes and potential for other publications ~ Jeff]
amazon can deliver to targeted ads will trump the social trending analysis that facebook and other social networks can create. Last week Amazon took the wraps off its "Amazon Media Group." As Advertising Age noted, "Amazon isn't exactly a newcomer to advertising, but until recently its ad efforts existed in a sort of extended beta." The fact that Amazon now feels ready to rollout an integrated advertising platform should make the world stand up and take notice, both offline and online. This may indeed be a watershed moment in online advertising. One reason to take notice is obvious: Amazon's size. How big is Amazon? As anyone who has not been under a rock knows, it is the largest global online retailer. What everyone may not know is that it is more than four times bigger than the second-largest online retailer (Staples). In terms of total retail sales online or offline, it sits just outside the top 10. A much more important reason to stand up and take notice is that Amazon can offer the holy grail of online delivery and detailed measurement on a scale that simply cannot be matched by anyone. They can deliver ads based on purchase behavior across an eye-popping array of consumer categories. Books? Of course. Videos? Toys? Yup. That's obvious. What's not so obvious is groceries, jewelry, pet supplies, scientific and medical instruments, just to name a few non-entertainment categories. Amazon has its digital fingers in lots of real-world pies.... [Brian Sheehan shares valuable insight into Amazon's big advantage for marketers ~ Jeff]
The rule book for what works in mobile advertising—ads on smartphones and tablets—is slowly being written. Ads pegged to Internet searches can get results, marketers say. Random Spray and Pray ads generally don't. In 2010, Apple Inc. co-founder Steve Jobs proclaimed, "Mobile advertising really sucks." Now, however, the rule book for what works in mobile advertising is slowly being written. Some of the ingredients to success include ads that play on the unique properties of mobile gadgets, including location, or ads disguised as a game, coupon or information that consumers want, say ad executives and industry observers. What doesn't work? The same old Web ads plopped into a smartphone. Mobile advertising has been touted as the next big thing since Apple's iPhone debuted in 2007. Yet the promise remained unfulfilled because marketing companies have to navigate consumers' desires for privacy with the enticements mobile devices offer, such as fresh information about users' location and spending habits. Accidental clicks on mobile ads, difficulties buying ads in big quantities, and fuzzy metrics also have kept a lid on mobile ad spending, marketers said....
infographic suggests that don, peggy and pete would make less than $100,000 a year. we aren't buying it. In case you missed it, there's an infographic making the rounds this week that attempts to assess what characters on AMC's Mad Men would make if we fast-forwarded 50 years to today. And, boy, do they get it wrong. We've got some major bones to pick with the data points in the illustration, created by Carrington College, which offers various certificate and associate degree programs....
Often the criticism of vintage ads focuses on their inherent sexism, racism, or other displays of social prejudices, which we find laughable today, despite their continued presence. But what about ads that steered consumers into dangerous territory, espousing outmoded scientific evidence or misleading half-truths to convince people that appallingly toxic products, or even deadly ones, were actually good for them? [Quite the collection and fun reading - JD]
Via k3hamilton
As our attention spans are getting shorter and shorter & as more and more of us are head down checking our smartphones and status updates, it's getting harder for advertisers to get their products & services noticed. What a hoot some of these billboards are! I thought they were very clever and many brought a smile to my face. It's Friday -- get your imagination tickled -- and enjoy viewing these photos. Link to original article: http://sobadsogood.com/2012/06/29/30-insanely-creative-billboard-advertisements/ ; This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it ;
Toshiba's latest ad campaign portrays medical test subjects as freaks, an approach that puzzled the Association of Clinical Research Organizations. Although most consumers know Toshiba as an electronics company, part of its business in the U.S. is the manufacturing of diagnostic and medical imagining equipment. In fact, Toshiba American Medical Systems is looking for young people—ages 6 months to 18 years of age—to participate in a study to improve the MRI experience, according to ClinicalTrials.gov. Yet a Toshiba ad campaign for its Satellite Ultrabook computer portrays people who take part in clinical trials as freaks. A young man—only slightly older than the people Toshiba Medical Systems seeks for its MRI study—is cast as a “professional medical test subject.” During the 30-second commercial, he is subjected to bizarre experiments that turn him into a purple-faced monster. At one point he refers to the subjects of clinical trials as “test monkeys.”... [A lame ad that won't sell many computers and as a benefit offended an influential group of scientists. Dearth of real creative these days IMHO - JD]
For all its valuation, the social network is just another ad-supported site. Without an earth-changing idea, it will collapse and take down the Web. Facebook is not only on course to go bust, but will take the rest of the ad-supported Web with it. Given its vast cash reserves and the glacial pace of business reckonings, that will sound hyperbolic. But that doesn't mean it isn't true. At the heart of the Internet business is one of the great business fallacies of our time: that the Web, with all its targeting abilities, can be a more efficient, and hence more profitable, advertising medium than traditional media. Facebook, with its 900 million users, valuation of around $100 billion, and the bulk of its business in traditional display advertising, is now at the heart of the heart of the fallacy.... [A superb and provocative view from Michael Wolff - JD]
Advertising agencies need to get past their preconceptions and learn how the disciplines of public relations can actually improve their creative thinking. Advertising learn something from public relations? Are you kidding?
Why, that's like Don Draper, the suave CD of "Mad Men," taking sartorial tips from Sydney Falco, the oleaginous press agent of "The Sweet Smell of Success."
After all, the whole idea of branding was dreamed up by you ad guys. You speak the language. You created the metrics. You control the lion's share of the marketing budget.
At least, you used to...
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