Advertising Creativity And Media Advertising
By Humphrey Bo | May 19, 2008
Creativity - the life blood of every successful life, the essential element of our day to day activities. Plans are static, inert and useless without it. In today’s world of advertising, creative ad or ads live and feed by it to survive in a changing world. In a broader market and audience alike today, “How do you engage the audience? What characterises advertising creativity? What makes one advertising campaign a success? And how do you measure an ad success? Video courtessy of Microsoft.
Creative Advertising in the world of digital media is not a gift but an art that could be learnt. Like a good poem would draw tears from your eyes, so a well crafted ad. They have the propensity to arest its audience’s interest. Here a group industry experts examine creative advertising.
However, advertising trends and the landscape for digital media advertising is changing. Many advertising or ad agencies and creative publicity companies are finding this hard to deal with.
In today’s world of well informed audience, it is no longer enough to just put up ad campaigns but setting out structures and phases of construction and delivery. Excellent market research and great creativity on the finished product.
A typical example is the Citroen automobile Advertising robo-ad. The allure and gravitas to the young audience has been outstanding. All by the efforts of creativity.
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Advertising Challenges Of Our Time
By Humphrey Bo | January 17, 2008
This was an interesting internet advertising global trend and insightful piece of interview I found this morning by Steve Smith from Media Post last week. Taking an introspective look into the challenges facing advertising and marketing people today he crafted this well structured interview. The interviewee - Steven DiMarco highlighted some of these problems and how to get by round them. You may want to read the full story “From the Head To The Torso“- from MediaPost.com:
Share This Sphere: Related ContentAS TRAFFIC FRAGMENTS AROUND THE Web, finding a large qualified audience to target becomes an everyday challenge for media buyers. The usual suspects in a given segment, whether it is entertainment, auto or fashion, become the natural locus for ad dollars, inventory squeezes and CPM inflation. Behavior Match is an intriguing new planning tool from Compete Inc. that segments users into 150 categories and then tracks their usage and concentrations across thousands of large and small sites. As CMO Stephen DiMarco tells us this week, the approach helps media buyers discover hidden gems in the ever-expanding mediaverse fragmented audiences
Behavioral Insider: Where and how does Compete Inc harvest the clickstream data it uses in its media planning tools?
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Advertising - Digital Media The Now And The Future
By Humphrey Bo | October 25, 2007
The advertising genre is an old business tool that has existed since capitalism itself. Yet so often many misunderstand it. In most contemporary societies, the ubiquity of adertising and its effect almost ranks with air and water. Many so often ignore this subtle power of persuasion. The question is, “Why are they so prominent in our societies today?”
Take a look around you - TV boxes, radios, on the Internet, streets, billboards, shop-windows and every means of transportation, ads are there. Although many claim to loathe adverts as modern age nuisance on interesting television programs or internet browsing and surfing, one cannot help but appreciate the hillarious and well crafted ones and the ingenuity applied by their producers.
However, this ambivalence is sometimes difficult to rationalise. The public perception is almost like a love affair between a young beautiful woman and her enterprising man. Torn between either to marry him and his old habbits, grow together or leave him to search for “Mr Right”.
Since the mid-’90s and the turn of the millennium, we have seen new trends in the advertising sector. The invention of the Internet brought with it the pay per clicks, PPC advertising and some of the already existing methods like impressions - banners, cost per thousands, CPM etc. Companies like Yahoo, Google, MSN and other ancillary search engine companies have cashed in on these new and exciting business opportunities in the past years.
The advent of broadband internet bandwidth, heralded a new niche opportunities, videos, movies and sounds dowloads on the internet without delay. Adobe programs like Flash, Shockwaves, Breeze, Apple’s QuickTime player and Realone were all programs designed to mediate and harness sight and sound experience on the web. But how effective were they?
The implementation of technology that has visual impact have the ability to appeal more to our emotions that other forms of media. The youtube factor - ‘video on net’ is a typical example. Equally coming out of the woodwork in the last fews weeks is a company called MeeVee. Collating program contents from program makers for direct streaming and broadcast transmission to the Internet’s global community. Whilst these technologies unfold by the hour, advertising publishers are having to brace themselves for a whole new world of change.
In an interesting report, “Surveying the Digital Future” published a couple of years ago, by Dr. Jeffrey I. Cole, highlighted that more people are spending more time on the internet than TV. Further analysis have shown that as more and more people are getting hooked on the Internet, TV ratings are getting kick. In a training report by Aegis, PLC 2005, the company highlighted that a demographic study of age 18 ~ 55 shown that the digital media had better ROI when compared to all other forms of traditional media. The study also revealed that whilst the digital media reached 15.33 per cent of the above age group, but the TV medium only reached 13.33 of the same audience. Conversely, these same advertising publishers spent 37 percent of their advertising budget on TV commercials, 30 percent on newspapers, 9 on radio compared to 5 percent of digital media or the internet. With these numbers it is shameful to talk about the ROI on these campaign.
Finally, it is worth noting that the landscape is changing but they are also totally connected at the same time. The last few years has seen a new advertising trend - the development of social communities on the internet. Advertising to your social dermographs is becoming more profitable and more niche based. Various social communities are emerging and only those prepared and equiped for these changes can also benefit. Adaptability is now the name of the game.
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