Advertising
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A new Gallup Poll this week reveals dismal consumer confidence in the U.S. economy. Approximately 78 percent of respondents gave the economy a poor or fair ranking, and only 22 percent ranked it good or better. The numbers have been getting steadily worse all month, and I’m sure Wall Street’s recent plunge has played a large part in the growing pessimism.
A CNN Money poll last week showed 48 percent of Americans are cutting back on their spending. Most people naturally assume a recession makes marketing’s job more difficult. In many cases that’s true, but economic downturns can also benefit resilient marketers. Here are three cases in point:
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The battle lines have been drawn for the Super Bowl XLII: the Patriots and the Giants. The only thing left between now and Feb 3rd is the build-up to football’s—and advertising’s—main event. Way back in October, AdAge reported that Super Bowl advertising was 90 percent sold out, so it looks like the Fox Network is already a winner. With advertising going anywhere from $2.7 - $3.0 million per 30-second spot, we are talking $100,000 a second for advertising time. Yowsa! Here is a rundown of which advertisers have purchased time in the Super Bowl and what they have planned for their considerable investment.
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“Cloverfield,” a good old-fashioned monster-attacks-big-city movie that premiers today has already had a monster-sized presence on the web.
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Move over Second Life. Kid-focused virtual worlds such as Club Penguin, Webkinz, and a string of site start-ups loom as the new and hot Web playgrounds for 2008. 
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The Association of National Advertisers (ANA) has put together a list of 2008 Trends To Watch. Incidentally, the way they released this information is on one of several blogs they maintain, which in itself sends a signal about the growing use of new media tools. The membership of the ANA is comprised of executives from over 400 companies that represent 9000 brands and are responsible for over $100 billion in marketing and advertising expenditure each year. Here are some key take-aways from the ANA list:
• Creativity and innovation still rule, but 2008’s creativity will be focused on devising better way to leverage technology and reach audiences online. There is “no turning back” to the traditional advertising model. In fact, the ANA said a digital marketing platform “offers richness in information management, communication delivery, metrics—and portability.”
• Marketing and advertising accountability remain top-of-mind with many marketers.There are still 42 percent of companies dissatisfied with their marketing ROI measurement methodology. The ANA predicts this will lead to companies developing a Chief Accountability Officer.
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