by: Idris Mootee
WSJ reported today that the Web's emergence is now forcing ad executives to
succumb to marketers' demands that agencies reinvent how ads are created, and
forget their TV-centric approach. This is a really good piece that reflects
exactly the big challenges. They reported that clients are even calling
for changes in the way ad firms are structured. But until now, few advertisers
have spent more than 5% to 10% of their marketing budgets online. With the
growth of online video and social networking, ad experts expect that percentage
to jump significantly this year. Many senior marketing executives are
looking at anything from 10% to as much as 35% or total ad spend.
As I've written here a few years earlier any
softness in the economy also will likely drive more money to the Internet,
which can be cheaper than other media and has a more measurable reach and
results, which is attractive to advertisers in slower times. Merrill Lynch
predicts overall ad spending in the U.S. for 2008 will grow 2.3%, while the
portion of that spending on the web will increase 18%. Publicis' Zenith
Optimedia even expecting the total spent on Internet will surpass magazines in
2010 and that's two years away.
Yes, the next 12
months we will see an acceleration of the transformation of the ad industry,
partly due to the softness of the market and the impact from the whole social
media thing. The article highlights the following:
New Structure: The Web has fueled marketers'
frustration with the lack of collaboration inside the ad holding companies that
dominate the industry. Many advertisers complain that ad executives too often push
agendas that will most help their own bottom lines and tend to favor
certain types of media, such as TV. Advertisers want a "media-agnostic"
approach, one that picks whatever medium is best for the ad campaign.
marketers have taken matters into their own hands during the past year. Procter
& Gamble, Dell and Johnson & Johnson each have tried -- working with ad
holding companies -- to create new types of ad groups that blend different
functions. In 2008, pressure from marketers on this issue is likely to
intensify, forcing even more change in the way ad firms are structured.
Screen Wars: As advertisers
find it harder to reach consumers in a fragmented media world, some are turning
more often to the outdoors. Television screens are increasingly popping up in
grocery and department-store aisles, elevators and even gas pumps -- all
blaring clips of TV programs, accompanied by ads. Walt Disney's ESPN and CBS
Corp. each have programming running on 20-inch liquid-crystal displays at pumps
at gas stations around the country. Gas Station TV, which operates about 5,000
such screens in 300 cities, offers ads from marketers such as General Motors'
Chevrolet and Sony. Last year, CBS inked a deal to have its programming also
air in the waiting rooms of doctors' offices.
House Guest: Over the years, ad makers have
tried various methods to learn about consumers, from focus groups to online
polls. But many on Madison Avenue are skeptical of these methods, believing
consumers don't always share their true feelings in those types of traditional
settings. So a growing number of ad agencies are expected to try a different
approach: having researchers spend long periods of time with consumers to find
out more about how they live.
Some have already
tried this. When devising a new ad for J.C. Penney last year, Saatchi &
Saatchi sent staffers to hang out with more than 50 women for several days.
They helped the women clean their houses, carpool, cook dinner and shop. Rather
than pepper them with questions, the agency employees simply observed
the women's behavior and emotions. Their research became the basis of
a new ad campaign; the commercials have won praise from Madison Avenue's
Green Backlash: Corporate
America latched onto environmental marketing last year, as big companies spent
millions of ad dollars promoting their products and services as eco-friendly.
Some people in the ad business are predicting a backlash this year from
consumers who question whether companies are living up to their promises.
"Marketers will be more intensely scrutinized for their green efforts --
those that don't hold up will be called out via blogs and elsewhere online,
ultimately leading to consumer skepticism," said Greg Stern, chief
executive of the ad firm Butler, Shine, Stern & Partners.
I repost this old presentation of mine in which many ideas are echoed by this WSJ article.