Open for Business

Wednesday, May 04, 2005

Thoughts on the advertising business

My blog (more often than not focused on Open Source) is certainly not the best place to learn about advertising. This said, I read an article on Internet Week that provides some interesting numbers and trends and I thought I would share my $.02 hoping to get your reactions as well.

Marketers obviously try to reach consumers where they are. Today, according to Forrester who surveyed 99 of the nation's largest marketers, modern consumers spend about 1/3 of their time online, either at home or at work, which is roughly about the same amount of time they spend watching television. It is much easier to monitor and measure the impact of an email or an online campaign simply because you can easily get stats about consumers behavior (number of clicks, time spent on each page…).

In 2005 the online advertising and marketing business has reached $15B a whopping 23% increase over last year expected to reach $26B by 2010). That’s huge!

I gotta tell you I am not excited about the direct consequences of that on my personal “web life”. All of us will most likely get more spam; the content we read will be cluttered with ads. For now I am able to get around most of the ad junk by using good spam tools or very nice features that come with Firefox such as the wonderful AdBlock filter which is the second most popular Firefox extension. It looks like the majority of the surveyed marketers, feeling that TV advertising is becoming less effective, are going after blogs, RSS feeds and our mobile phones. Even though I don’t like it, I have to agree especially when people utilize TV like I do. I usually Tivo everything I am interested in and watch it later just so I can skip all the commercials. I can’t tell you how much I love Tivo! It makes me feel more efficient with my time I can watch a ton of content (news, documentaries, or games) in a very limited time. As a consequence marketers are now thinking about a static image that would be displayed as a poster on your TV while you’re skipping the commercial. They are also more creative using techniques like product placement in popular TV shows and blockbuster movies. We all remember the Minis racing in the Bourne Identity and I can’t count the number of times I saw Apple laptops in recent movies…

The article concludes that newspapers will have to either embrace the trend and buy popular online sites (like the recent About.com acquisition by The New York Times Co.), or come up with content that online sites cannot provide such as local news and information on community events and activities. I don’t really buy the latter, there isn’t a thing a newspaper can do that a website cannot do. It’s just a different distribution channel it has nothing to do with content. Furthermore, Yahoo and Google have made their intentions very clear that the local market is of great interest to them. Beyond the news, they now have Google Local and Yahoo Local to find businesses and they integrate that nicely with maps and price comparison (like Froogle), etc.

What do you think? How can newspapers and traditional media players survive without the vital support from marketers?

23 Comments:

  • Unless you are a shareholder or employee why would anyone care whether traditional media dies or not? What they return to society in exchange for the imposition on peoples time and attention is negative.
    Compare the usefulness of a Google to Gilligan's Island Reality show, not to mention that one service pays it own transmission cost and the other is subsidized via free usage of public spectrum.

    The sooner traditional media dies the better off we all are.

    By Blogger Bjorn Stadil, at 8:22 PM  

  • I am not a shareholder and I don't really care if we go paperless and all the newspaper go away or transition into the online world. I have never really been into reading the newspapers.

    I like your blunt opnion about it though :)

    Thanks for sharing your thoughts Bjorn.

    By Blogger Omar Tazi, at 8:26 PM  

  • Good blog but without media advertising you have little chance of selling anything.

    By Blogger Dan, at 5:49 AM  

  • Hey, you have a great blog here! I'm definitely going to bookmark you!

    I have a promotional advertising site/blog. It pretty much covers promotional advertising related stuff.

    Come and check it out if you get time :-)

    By Blogger Brian, at 9:52 AM  

  • Hey, you have a great blog here! I'm definitely going to bookmark you!

    I have a business company list mailing site/blog. It pretty much covers business company list mailing related stuff.

    Come and check it out if you get time :-)

    By Blogger Brian, at 3:59 AM  

  • Advertising can be a big problem otherwise. A lot of companies reserve a big chunk of their budgets to cover marketing expenditures.

    By Anonymous Anonymous, at 5:16 PM  

  • Hey, you have a great blog here! I'm definitely going to bookmark you!

    I have a email marketing oplossingen site/blog. It pretty much covers email marketing oplossingen related stuff. Plus you can advertise to billions using our email marketing oplossingen tools.

    Come and check it out if you get time :-)

    By Anonymous Anonymous, at 9:35 PM  

  • By Anonymous Anonymous, at 7:01 PM  

  • It looks very informative. Definitely worth adding to your bookmarks. I have a web traffic statisticssite. It covers web traffic statistics related things.

    By Anonymous Anonymous, at 11:40 PM  

  • Enchanting blog. Your site was off the chain and I
    will return! I peep the web for blogs just like this
    one.
    It may look like it was hard work, but my michael jackson plastic surgery blog was simple.

    By Blogger job opportunitya, at 5:31 AM  

  • Hmm very interesting indeed, actually I have a site which you might be interested to look at promotional product advertising related site. Have a look if you like :)

    By Anonymous cheap online website promotion, at 8:08 PM  

  • Fruitful blog. I favor your site and I shall
    return to it! I go to sites like this when I get the
    chance, and find blog just like this.
    Come as you are and look at my long island plastic surgery blog.

    By Blogger job opportunitya, at 3:55 PM  

  • Hi, I was just blog surfing and found you! If you are interested, go see my online advertising related site. It isnt anything special but you may still find something of interest.

    By Anonymous free affiliate program, at 7:43 AM  

  • Hi, I was just blog surfing and found you! If you are interested, go see my web site promotion related site. It isnt anything special but you may still find something of interest.

    By Anonymous Anonymous, at 2:17 PM  

  • By Anonymous luc, at 2:20 PM  

  • By Anonymous Anonymous, at 3:12 AM  

  • What do you think ? Do I look hot ?

    You can find my pics here

    [url=http://sexscreener.org/p/random/1992]My Profile[/url]

    By Anonymous Anonymous, at 12:30 PM  

  • silly http://cciworldwide.org/members/Electric-Blankets.aspx hewitt http://gotuc.net/members/Furnace-Filters/default.aspx zeta http://gotuc.net/members/Vending-Machines/default.aspx awra http://gotuc.net/members/Kitchen-Cabinets/default.aspx pres http://gotuc.net/members/Slipcovers/default.aspx plazas http://gotuc.net/members/Polar-Heart-Rate-Monitors/default.aspx hitler http://gotuc.net/members/Popcorn-Machines/default.aspx cemented http://gotuc.net/members/Garage-Door-Openers/default.aspx tourfor http://gotuc.net/members/Area-Rugs/default.aspx pyotr

    By Anonymous Anonymous, at 7:49 AM  

  • Hey, just want to say hi. I'm new here.

    By Anonymous Anonymous, at 2:53 AM  

  • Hello


    Mansour Engineering design always reflects a clear understanding of the clients’ intended facility operations, maintenance practices and project goals.

    [url=http://www.mansour.ca] click here to go to Mansour Engineering[/url]


    http://www.mansour.ca

    By Anonymous Anonymous, at 5:40 PM  

  • i very much love all your writing kind, very remarkable.
    don't quit and also keep writing considering the fact that it just simply very well worth to follow it,
    excited to looked over far more of your stories, have a great day!

    By Anonymous Anonymous, at 1:58 PM  

  • i came across, nice web site
    what is the way to create blog posts which smash in your readers:
    http://tinyurl.com/yg6bl2e

    By Anonymous Anonymous, at 3:28 AM  

  • Hello all

    [url=http://www.internetmosque.net ] Translations of the meaning of the Quran [/url]


    "What does Islam say about war?"

    Like Christianity, Islam permits fighting in self-defence, in defince of religion, or on the part of those who have been expelled forcibly from their homes. It lays down strict rules of combat which include prohibitions against harming civilians and against destroying crops, trees and livestock. As Muslims see it, injustice would be triumphant in the world if good men were not prepared to risk their lives in a righteous cause. The Quran says:

    'Fight in the cause of God against those who fight you, but do not transgress limits. God does not love transgressors.' (2.190)

    'If they seek peace, then seek you peace. And trust in God for He is the One that heareth and knoweth all things.' (8.61)

    War, therefore, is the last resort, and is subject to the rigorous conditions laid down by the sacred law. The term jihad literally means 'struggle', and Muslims believe that there are two kinds of jihad. The other jihad is the inner struggle which everyone wages against egotistic desires, for the sake of attaining inner peace.


    For more details [url=http://www.internetmosque.net ]click her[/url]






    |

    All of us will die one day INCLUDING YOU.

    so before you die you must find out where the HELL you are going too.

    You must find out

    who is our savior Jesus or ?

    You may sleep tonight and never get up in the morning?

    You may die today.

    You may die within a week

    You may die within a month

    you may die within a year

    you may die within the next ten years

    one thing for sure

    You will die

    so find out how is our savior so that he may save you.

    http://www.internetmosque.net/saviour/index.htm

    http://www.internetmosque.net/songes/s/1.htm

    http://www.internetmosque.net/songes/s/17.htm

    http://www.internetmosque.net/

    http://www.internetmosque.net/quran/quraneng/index.htm

    http://www.internetmosque.net/audio...n_Yahya/1_w.htm

    http://www.internetmosque.net/audio...f-Estes/1_w.htm

    http://www.internetmosque.net/audio...ilips/1-1_w.htm

    By Anonymous Anonymous, at 9:37 PM  

Post a Comment

<< Home