The end of advertising era

I have written many times about the end of advertising era & end of the 30 second spot. FITC, the design and technology event organizer recently released “The Last Advertising Agency On Earth” video, which puts “The end of advertising era” in nicely on a video. It is also a smart viral move on their part. They are putting their money on where their mouth is, a big applause from RadicalMarketer;

Banner Advertisement on internet is annoying

Another myth / hypothesis of the RadicalMarketer is backed with data. Thanks for Mc Kinsey for the UK survey.

Banner Advertisement

The reason why the “Radical Marketer” advises his brands to spend more on Paid Search, instead of the internet banners are proven with data now.

However, where the McKinsey study lacks is; this chart doesn’t get into detail of which banners are annoying. We advise companies to use banners only to selected, targeted consumers with a respect for their interest (this translates to good media planning and targeted banner creation for each specific media).

How To Evaluate Advertising

Today, I was revising our “Advertising Evaluation Form” (don’t tell people, that we have a process for this, they think we are gurus).

I just wanted to share a portion of Bob Hoffman’s article on Forbes.com How To Evaluate Advertising – Forbes.com. Bob’s view helped me on my form.

“when you’re evaluating advertising, avoid meaningless slogans and look for your product’s difference. Then judge how well the ad dramatizes that difference, how honest the message is, how simply the message is presented and whether or not there is some interesting news for your customer that translates into a benefit. If the advertising does some or all of that, it’s good. If not, it’s bad.”

If anybody is interested, I will be happy to share the whole document – Advertising Evaluation Form – as well.

Digital Agencies Aren’t Ready to Lead

“because most of them don’t know the business of marketing” is the answer of Ana Andjelic on the Advertising Age article.

So what is the solution today?

Find a digital agency which understands from the business of marketing.

I know it is extremely hard to find one, but I know it is not impossible 😉

The successful Marketing directors of the future will be the ones who will spot the right digital agency – not the “flashy ones” – which understands from the business of marketing . One clue that I can share with “Radical Marketers” is that, they should look into the DNA of the digital agencies and understand the backgrounds of key employees.

Of course, only spotting the right agency will not bring much success to the marketing directors, but creating the right environment for an efficient and long lasting relation will do.

Also note what Advertising Age says on traditional agencies:

For every marketing challenge, their solution is “better creativity.”

This is really harsh, but to tell you the truth, this is mostly the case in the industry.

Another good finding was:

“As much as people like to talk about the agency of the future, it will never happen until the client gets there first.”

I see many clients with great expectations, but mostly the organization, the human capital and the vision of the marketing department are mostly the bottleneck why digital agencies aren’t ready to lead.

See the full Advertising Age article which inspired me for this post at Why Digital Agencies Aren’t Ready to Lead – Advertising Age – DigitalNext.

Over the line advertising

New and old definitions for advertising professionals;

Over the line
internet advertising

Above the line
Advertising using old high profile media such as television and newspapers.

Below the Line
Non-media advertising or promotion when no commission has been paid to the advertising agency.
Includes direct mail, point of sale displays, giveaways.