Friday, 29 February 2008


But when it comes down to effectiveness, while it may not be the most glamorous and talked-about medium, marketers are telling us DM is still the best platform for delivering results."

Consumers increasingly do not trust marketing messages.' A seven-word statement that could lead to the most fundamental changes yet experienced by advertising agencies world-wide.

Sixty-two percent of marketers believe TV advertising has become less effective in the past two years, but close to half of the advertisers surveyed have already started to experiment with new ad types to work with DVRs and VOD programs.

“It seems pretty conclusive to me (although bare in mind that this is US data). Combine this with banner blindness, and things don't look pretty for online display advertising, which is probably why it's getting cheaper and cheaper”.

More and more evidence, rather like a bad penny, keeps turning up that supports my original contention that advertising on the Internet is a complete waste of money.
Consider this:
99% of Web users do not click on ads on a monthly basis. Of the 1% that do, most only click once a month.
Then consider this:
“Users become more or less desensitised to the advertising” says the President of video game publisher Green Screen, “You won’t make money on it.”

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Friday, 22 February 2008



NEW YORK: A majority of US marketers believe that television advertising has become less effective over the past two years, spurring interest in exploring new ad and video commercial formats.

That's the conclusion of the fourth biennial TV & Technology survey conducted by the Association of National Advertisers and Forrester Research.

Among the study's main findings ...

* Sixty-two percent of marketers believe TV advertising has become less effective in the past two years, but close to half of the advertisers surveyed have already started to experiment with new ad types to work with DVRs and VOD programs.

* Eighty-seven percent of advertisers believe branded entertainment will play a stronger role in TV advertising in the coming year.
* Advertisers are eager to try new ad formats, including ads in online TV shows (65 percent), ads embedded in VOD (55 percent), interactive television ads (43 percent), and ads within the set top box menu (32 percent).
* Over 50 percent of marketers reported that when half of all TV households use DVRs, they will cut spending on TV advertising by 12 percent.
* Eighty-seven percent of respondents said they intend to spend more on Web advertising this year.
* Seventy-two percent of marketers are very interested in having individual commercial ratings rather than average commercial ratings.

"As marketers embrace the richness of new advertising avenues outside of the traditional TV format, the TV industry is working to address marketer's issues related to ratings and the changing TV landscape,”"said ANA president/C.E.O. Bob Liodice.

"Marketers, in collaboration with the TV industry, will continue to find the most effective and innovative ways to reach their customers through the TV medium, utilising the emerging technologies available to them."

Additional insights from the study...

* Two-thirds of respondents indicate that C-level executives are watching the changes in TV advertising more closely, up from 54 percent two years ago.
* Media agencies have vastly improved their ability to help their clients deal with the changes. Only 28 percent of respondents reported that their media agency is ill equipped to address the changes in TV advertising, compared to 47 percent two years ago.
* Creative agencies did not fare as well, with 47 percent of marketers indicating that their creative agency was still ill-equipped to help deal with changes, a slight improvement from 55 percent of marketers two years ago.

The study was conducted in January 2008 and is based on a survey of 78 leading advertisers, across all major industries and categories.

Meanwhile back in America, research indicates that consumers now rely less and less on marketing messages when in buying mode whilst another key factor is the proliferation of media choice has consigned the notion of a captive audience to the rubbish bin.

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Sunday, 10 February 2008

How to avoid getting left behind with the dinosaurs and cooking the

Sunday Lunch!

Perhaps this little anecdote perfectly sums up what can easily happen
to stymie progress in advertising/marketing or life generally. And perhaps why youngsters in advertising to day find it difficult to step out and challenge the orthodoxy! By the way forgive me if you have already heard it, it still is a good illustration as to why we have problems in advertising these days!

The story, as I was told it, goes that a newly married man sees his wife
trimming off the last few inches of a large joint of meat before she
puts it in a baking tray for their Sunday lunch.

Never having seen meat prepared this way he assumes that it is
something to do with ensuring the meat is extra tasty so says nothing, however after a few weeks of seeing this he asks why his wife does it.

She explains that this is how her mother taught her to roast the meat,
she doesn't know what the secret is but there is a good reason for it!

A few weeks later the couple are eating with the wife's parents and he
asks his mother-in-law why she cuts the end off the meat before putting
it in the roasting tin. She tells him that she doesn't know but that
she remembers seeing her mother do it.

So a few weeks later he gets the chance to ask his wife's Grandmother
why she cuts the end off the meat, is this in fact the secret to a great

Her reply is simple, her husband always used to bring home a piece of
meat that was far too big for the roasting dish so she always had to cut
the end off to fit in the oven!

So here's the thing, so often we do things just because we always have
or worse, because other people always have. We don't stop to think
about why we do things and ask ourselves if this is the best way. Often it
used to be the best way but things have changed and we have never
reviewed what we are doing.

My advice is to question everything that you do and ask if this is the
best way in the current circumstances and with the technology
available. If you don't know then test different approaches and see if what you are doing is still the best approach

And never be tempted NOT to do things just because nobody else does or
because some body who has no experience but big opinions tells you that
you shouldn't!

Best of luck

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Thursday, 7 February 2008

“Users became more or less desensitised to the Advertising”

That was recently said of advertising on social networking sites.

Clients are experiencing fast diminishing returns on their social networking ad investments.

Clients are expressing disillusionment.

Web marketers, ranging from Google at the apex of the ad triangle to the mass of small companies are showering social-networking sites with ad dollars without getting their hoped-for returns.


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