Maybe I’m just more aware given my current employment. Or maybe the debate has gotten louder. Either way, I’ve been hearing and reading a lot lately about the “advertising invasion” into our daily lives. Without a doubt, out-of-home advertising has been on a major upswing since 2001, making it the second-fastest growing media channel behind the Internet. (In fact, out-of-home advertising revenue has increased at least 20% each year since 2001…meanwhile traditional TV, print and radio outlets have all been struggling.) As marketers have increasingly looked to non-traditional avenues to reach their audiences, it seems there is a growing movement to fight this “ad creep.” Here’s my question: is advertising necessarily evil? Continue reading →
NYT Article on the Evolution of Advertising
There’s an awesome article in yesterday’s (10/14/07) New York Times Business Section on the evolution of advertising, moving from the traditional (tv, print, radio) to alternative. Mostly discussed Nike and their focus on alternative, but still a great piece.
Check this quote pulled from the article:
“Add it up, and the money flowing out of the traditional media is huge ‘€” even at a time when ad budgets in general are growing, advertising research shows. The 25 companies that spent the most on advertising over the last five years cut their spending last year in traditional media by about $767 million, according to Advertising Age and TNS Media Intelligence. And in the first half of this year, those companies decreased their media spending an additional 3 percent, or $446 million, to $14.53 billion, according to TNS Media Intelligence.”
Connecting with consumers has changed — they’re educated, they’re in control and they won’t tolerate to the 30-second spot that interrupts them with the typical jingle, tagline and a call to action. Exaggerating a bit? Yep. But it’s a reality is that brands must embrace. Nike and other brands in this piece get it… and have found a way to as Trevor Edwards (who happens to be Nike’s corporate vice president for global brand and category management) puts it, ” connect with consumers”.
BTW, we here at DO find it fascinating that it’s “traditional media” covering this story…
DO Tales from Advertising Week
After hitting the west coast to present our concept to the tech community at TechCrunch Meetup 9, we had our chance to pitch to the ad world right in the heart of Metropolis…New York City. We’d been prepping for Advertising Week for months and it was great to finally get there. It was definitely a whirlwind adventure. Here are the highlights:
DOmedia Site Now Live
After months and months of blood, sweat, tears and more than one “philosphical debate,” the DOmedia website is now LIVE.
This flight sponsored by Nationwide
Talk about monetizing your assets! While some airlines are beginning to quietly review advertising opportunities on their planes, Skybus is unabashedly offering up anything and everything they own to potential advertisers. Napkins, tray tables, headrests, overhead compartments, in-flight announcements…heck, even the plane itself. Check out this co-branded execution for Nationwide:
