Archive for September, 2009
Written on Wednesday, September 30th, 2009 by David and stored in advertising, digital/online
A recent report has indicated that spending on online advertising has overtaken that of television advertising for the first time.
Online spend grew by 4.6% in the first half of 2009 reaching £1.752 billion whilst in the same period TV spend shrank by 16.1% to £1.639bn.
Advertising generally has fallen by 16% during the period according to a study by Internet Advertising Bureau and PricewaterhouseCoopers.
Whilst there is still much debate about this and challenges to the figures and the way comparisons have been drawn there is no doubt that online advertising is growing and that as a result the way brands advertise in the future will change as well. Influencing customer behaviour is now key in ensuring that market penetration and market share are increased and the online revolution needs to be an integral part of all strategies. See my earlier blog on technology and marketing.
To read more on the research and hear opinions from others within the advertising industry go to the article on the BBC web site which has more in depth coverage.
Many of you will recognise the Cadbury gorilla shown above and lots of you will have seen it on the Television where it first appeared but since then it has appeared on You Tube and whilst not necessarily intended by Cadbury’s and their agency it has been viewed and talked about more because of it’s online presence rather than it’s showing on television. On the internet it is available on demand which is the shift that brands will need to understand if they are to derive the most benefit possible from their advertising going forward. We have lived in a world where advertisers have been pushing offers at us but going forward in this digital age consumers will be able to be more selective and the strongest and most effect advertisements will be those that engage with us to the extent that we are looking to view them. Online advertising may have exceeded television advertising for the first time but much of this has is still based on the principle of putting offers in front of readers, the real power however is to harness the pull factor.
Written on Thursday, September 24th, 2009 by Jon and stored in Jon
Director: Sam Mendes Cast: John Krasinski, Maya Rudolph
After the serious marital angst of Revolutionary Road, director Sam Mendes turns his hand to comedic pregnancy angst as a thirty-something couple embark on a haphazard road journey across the United States. Jolted into finding somewhere that actually feels like ‘home’ by Burt’s parents suddenly moving to Brussels, he and wife Verona meet an assortment of individuals who allow them to reflect on their own lives.
Indie in feel, the film thankfully lacks that awful studio ‘false-indie’ smell that seemed to seep from every second film this summer (all starring Zooey ‘I am kooky’ Descahanel it seems) and is laugh-out-loud funny throughout. Mendes keeps the direction low-key save for the occasional beautifully artistic shot (the reflection of the plane moving across the windows like a jumping fish is brilliant) and the film is no less for it.
Continuing confirmation in Mendes as a director and great understated perfomances from Krasinski (US version of The Office) and Rudolph (Saturday Night Live), this is one of those rare things – a genuinely funny, touching, uplifting film about coupledom that doesn’t resort to cloying sentimentality. Nice.
Written on Wednesday, September 16th, 2009 by David and stored in digital/online, marketing
At a digital marketing event earlier this summer at the Chartered Institute of Marketing in Cookham I was impressed by the amount of conversation that revolved around the use of mobile technology. (more…)
Written on Tuesday, September 8th, 2009 by Marcus and stored in Marcus
The sound quality on these stereo remasters is undoubtedly going to be better than the original 1960s recordings, and the Abbey Road engineers devoted hard work should probably be commended. (more…)
Written on Sunday, September 6th, 2009 by Marcus and stored in advertising
In this crunch time of uncertainty, falling house prices and credit shortages, consumers have been snapping their wallets shut and steeling themselves until green shoots and daylight reappear. (more…)
Written on Wednesday, September 2nd, 2009 by Steve and stored in branding, marketing, strategy
Member-based organisations are waking up, some with a bump, to the reality that in today’s world they can no longer automatically rely on the loyalty of established members or that they will renew their subscriptions next year. (more…)
Written on Tuesday, September 1st, 2009 by David and stored in advertising
TV executives have seen 2009 rapidly become the worst year in recent memory. They are now trying to redefine their output not as television but as video but this does not hide the fact that they face what newspaper executives witnessed a decade ago, a big cash cow businesses in inexorable decline.
As advertising spend declines, the threatened incumbents at the top of broadcast TV must redefine their businesses if they are to find growth and even stability once again. An article today in the Financial Times adds further on this subject and is worth reading.
Many organisations are now using the internet as a way of advertising and as TV becomes less of a scheduled and more of an on demand media we will see further reductions in the normal spend on advertising through this channel as consumers will be more able to skip advertising and in fact the advertising break will eventually disappear except during live events.
The use of brand positioning and program sponsorship will become increasingly important along with the development of online advertising either through YouTube, Google or social networks. Times are changing and you need to make sure that your business changes with them as well.
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