cjlambert’s posthaven

New research from adobe marketing cloud 'Click Here: The State of Online Advertising' shows that marketers are still sticking to what they know and haven't yet developed the skills and confidence to develop integrated online media plans. 

I've just pulled out one page that shows the leaning to TV and print in the mix. Blogs and social should be tracking a lot higher based on effectiveness measures that we're seeing from comscore and nielsen but the mindset of loading the media mix in traditional continues. It's chicken and egg: failure to invest in online leads to lower quality campaigns, lack of discernment in media buying, and a perception of ineffectiveness from both the consumer and the marketer. 

I wouldn't pay too much attention to most of the qual 'consumer' rankings, (consumers always say they aren't influenced by marketing) other than perhaps some privacy level perceptions on page 14 that could be useful considerations when comparing transactional permissions and third-party data sharing. 

Have a look through the full report if you have a few minutes. 

The global advertising market is expected to grow from $434 billion in 2010 to $588 billion in 2015, increasing on average by 6.2 percent per annum (2011-2015). 

The correction is welcome after the hard trading of 2008-09.  

The PWC segment categories are a little confusing with digital and social grouped into the generic category of 'internet' which doesn't provide a lot of insight; focusing on the channel rather than the device. 

The Forbes VSS Industry Forecast 2011-2015 predicts 5.7% growth with consumer internet and mobile fueling spend at 18.1%. PWC predicts around half this at 9.6%. 

The PWC newspaper growth rates between 1.0 and 2.5% seem optimistic considering the revenue drags experienced throughout the US and major restructure announcements in the Australian industry. The Forbes VSS Industry Forecast 2011-2015 predicts a global decline of 3.8% which seems more realistic. 

Static numbers in outdoor and trade media support the theory that digital will continue to extend the media mix rather than cannabalise it-encouraging news for both media companies and agencies. 

The challenge now is for the media companies to redesign their organisations as quickly and painlessly as possible so they can deliver advertising products that work. Traditional revenues are still well behind what's needed to transition to digital and the people managing the heavily siloed structures are not designing products that reflect consumer media consumption. 

How fast newer players such as Google, Facebook and Twitter can design and sell ad products that will compete for significant amounts of spend (10%+) still remains uncertain. 

I love the name of the cafe at the Art Gallery of New South Wales.

Every few years, grocers on both sides of the Tasman fire up a 'Fresh' television campaign. 

The lastest offering from woolworths is a nice modern take on the the traditional 'gate to plate' model where we see our food being lovingly grown and whisked at hyper speed to our local supermarket by happy, smiley farmers. 

The creative is fantastic but the mechanic won't actually work. 

Here's why. 

The television commericals will drive foot traffic but foot traffic isn't the problem. 

courtesy Facebook NZ Jan 2011

Hello chocolate lovers

 

Because Whittaker’s is a New Zealand company

 

We like things to be fair

 

So when you hand over your hard-earned money for our chocolate

We make sure that you enjoy only the world’s finest ingredients

 

That’s fair

 

Being a New Zealand company we like to make our chocolate here and employ locals to do it

 

That seems fair too

 

So when we were given the opportunity to source ingredients that are guaranteed Fair Trade and reward the local farmers with a fair price

 

Well that definitely felt like the fair thing to do

 

Whittaker’s creamy milk fair trade chocolate from Andrew and Brian Whittaker

 

Fair enough too

Christopher Vollmer  wrote in the journal Strategy+Business. 

“Advertising has evolved from an interruption—grabbing attention for a product or brand—into an experience, an application, a service that the consumer actually wants. This new marketing model doesn’t shout; it listens and learns. And relevance, interactivity, and accountability are its essential ingredients.”