Advertising TrendsIn relation to media
What keeps agency CEOs up at night.
Media Fragmentation
Resource and Expertise Fragmentation
Measurement
Privacy Concerns
Mobile
Crowdsourcing
Resource and ExpertiseFragmentation
Ad Agency—Creative Expertise
Media Agency—Media Planning and Buying Expertise
Digital Agency—Online Marketing and Tech Expertise
Measurement
Soft vs. Hard Measures
What is the value of a digital impression?
What is the value of a DVR impression?
Measuring ROI
Measuring ROI
The Ratings Conundrum
Axiom: better measurement equals lower ratings
Commercial Ratings vs. Program Ratings
Multiplatform deals to retain existing revenue
C3 and DVRs
Content Wraps Saatchi, Zenith and Toyota partnered with The CW
Network, D.C. Comics, and Warner-Brothers Studios to develop a customized experience
11-9
Privacy
Facebook Beacon
November 2007: Mining online behavioral data to 40 partner websites for targeted advertising (e.g., Fandango)
MoveOn.org created a Facebook group (50,000 members in two weeks
Beacon introduced an “Opt-out”Private info still posted despite opt-outs--class action lawsuitSeptember
2009: Beacon shut down
Adam Green --MoveOn
“We hope this has a ripple effect throughout the industry, and sets a precedent that it is unacceptable to assume that it’s OK to share private information without permission.”
Mobile—The next screen?
Kraft iFood
Video-TV Still King
Crowdsourcing-Mountain Dew, etc.
What makes them smile in the morning
Endless creative possibilities (T-Mobile)
The highway to success now has many on-ramps (best job in the world)
Reach has a whole new meaning (Sussex Safer roads)
Consumers can help tell our story to a lot of people (WOM: word of mouse)
The maturation of the Internet (social: Facebook & Twitter—growing acceptance of ad models)
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