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Four recent reports/studies affirm the accelerating growth of online marketing:
1) A joint press release this week from Pricewaterhouse Coopers and the Interactive Advertising Bureau (IAB) indicated that online advertising revenues in 2005 will show record 30 percent growth over the previous year’s firgures. The final compilation report is due out in April.
In the release, Greg Stuart who is CEO of IAB said, “As consumers continue to embrace the Internet as an integral part of their everyday lives, marketers continue to acknowledge that Interactive is a critical medium to engage their customers and create deeper brand experiences.” He added, “Furthermore, this continued increase in spending supports the cross media research that proves Interactive is often the most cost-effective way to drive increased ROI. We fully expect Interactive to continue to play an ever increasing role of importance for marketers.”
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ABC is going to let you download and view some of its programing or free, which makes sense because you already watch it for free on your big new hi-def television. “Lost”, “Desperate Housewives” and “Grey’s Anatomy” will be free to download when MyABC.com launches in May. The difference from the $1.99 downloads from iTunes, the free downloads from ABC come with advertising. Sounds like a great deal to me particularly if I’m only trying to catch an episode I missed on TV last night (and I suppose my Tivo also missed!). As long as the ads stay out of shows I pay for I’m in favor of the networks approaching digital distribution of shows in as many ways they can think of.
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It’s easy to think that large, technologically-progressive organizations are the only ones adopting RSS, blogs and other new media.
Here’s a challenge to that thinking: In a recent For Immediate Release podcast, Shel Holtz reported on the excellent social media tools created by the Wisconsin Evangelical Lutheran Synod. The third-largest Lutheran body in the U.S. has a blog with more than 15 authors. The site also offers more than 25 RSS feeds ranging from devotions to newsletters and Q&A articles. And, equally impressively, the site has excellent tutorials and FAQs on blog ethics, how RSS works and links to popular news readers.
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Looking for more fun in your life? Start here.
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Before the Web, photos in advertising were usually part of the conceptual development process. Back then, if an art director envisioned a photo in an ad concept, a comp was prepared to show the client how the final ad might appear. If the concept was approved, photographers were hired to help transform the concept into reality.
Prior to the Internet, there were many stock photo houses with thousands of images published in large proprietary printed catalogs. If, through an onerous page-by-page search, you did happen to find a photo that was appropriate for your ad, the royalties could run many thousands of dollars depending on the photo, the photographer, the ad’s total media exposure, and the duration of the ad campaign. Most of the time it was just easier to take the photo than find one in a catalog and try to negotiate a price.
Now, too often it seems, you see examples of ad development that appear to be initiated by finding an interesting photo first, and then building an ad concept around it. This is backward thinking. It is difficult to portray a unique brand image for your company using someone else’s picture album. Why has this happened?
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