Comments on: another nail in the coffin… http://gapingvoid.com/2005/01/24/another-nail-in-the-coffin/ "cartoons drawn on the back of business cards" Wed, 17 Mar 2010 22:04:17 +0000 http://wordpress.org/?v=abc hourly 1 By: Hamish http://gapingvoid.com/2005/01/24/another-nail-in-the-coffin/#comment-3983 Hamish Thu, 27 Jan 2005 20:38:45 +0000 http://gapingvoid.com/?p=1216#comment-3983 As answers go, it is a very good one. For example, the classic adage: "Half the money I spend on advertising is wasted, but I don't know which half..." turns into: "half the people who were retained to generate successful sales leads for me didn't get paid." The one drawback is that if you hand off the exposure and revenue generation to an external aggregator and handler, then you might find your brand in odd places. "Come join with us in prayer in the Roman Catholic church..." on a condom, or an advert for food on a toilet roll. "Feeling emptier now, come to Sainsburys and stock up!" So then you go to a portal that you trust and they do it for you... Oh, wait a minute, that would be Google again, wouldn't it. Damn. Get my drift? As answers go, it is a very good one. For example, the classic adage: “Half the money I spend on advertising is wasted, but I don’t know which half…” turns into: “half the people who were retained to generate successful sales leads for me didn’t get paid.”
The one drawback is that if you hand off the exposure and revenue generation to an external aggregator and handler, then you might find your brand in odd places.
“Come join with us in prayer in the Roman Catholic church…” on a condom, or an advert for food on a toilet roll. “Feeling emptier now, come to Sainsburys and stock up!”
So then you go to a portal that you trust and they do it for you… Oh, wait a minute, that would be Google again, wouldn’t it. Damn.
Get my drift?

]]> By: Mark Nickeson http://gapingvoid.com/2005/01/24/another-nail-in-the-coffin/#comment-3982 Mark Nickeson Tue, 25 Jan 2005 03:17:35 +0000 http://gapingvoid.com/?p=1216#comment-3982 To the disintermediator go the spoils. To the disintermediator go the spoils.

]]> By: Frank Ruscica http://gapingvoid.com/2005/01/24/another-nail-in-the-coffin/#comment-3981 Frank Ruscica Tue, 25 Jan 2005 03:13:19 +0000 http://gapingvoid.com/?p=1216#comment-3981 The big winners will be ad-bitrageurs. To understand why, read Moneyball, by Micheal Lewis. The big winners will be ad-bitrageurs. To understand why, read Moneyball, by Micheal Lewis.

]]> By: ForwardMarkets http://gapingvoid.com/2005/01/24/another-nail-in-the-coffin/#comment-3984 ForwardMarkets Tue, 25 Jan 2005 03:12:27 +0000 http://gapingvoid.com/?p=1216#comment-3984 <strong>The Dichotomies of Blogs</strong> In a recent conversation on Johnnie Moore’s blog, the rhetorical question “What is a blog?” was raised by David Burn. The Dichotomies of Blogs

In a recent conversation on Johnnie Moore’s blog, the rhetorical question “What is a blog?” was raised by David Burn.

]]> By: Martino Mingione http://gapingvoid.com/2005/01/24/another-nail-in-the-coffin/#comment-3980 Martino Mingione Tue, 25 Jan 2005 01:26:05 +0000 http://gapingvoid.com/?p=1216#comment-3980 I work with a number of different companies (some on the agency side of advertising, some media providers, and some technology companies). I am convinced of two things: 1. That Madison Avenue agencies will begin in 2006 to understand that television advertising is changing because of new consumer devices, and 2. That 5 years out, agencies will be buying new forms of video advertising and buying it more like how the Internet functions -- that is, one-on-one advertising, a million impressions at a time. Since these topics are vast and my whole career is focused on that upcoming revolution, I am keeping my posting brief. But the answer to your question is: YES, the agencies will change in the upcoming years and NO, they do not "get it" in masse, yet. I work with a number of different companies (some on the agency side of advertising, some media providers, and some technology companies). I am convinced of two things:
1. That Madison Avenue agencies will begin in 2006 to understand that television advertising is changing because of new consumer devices, and
2. That 5 years out, agencies will be buying new forms of video advertising and buying it more like how the Internet functions — that is, one-on-one advertising, a million impressions at a time.
Since these topics are vast and my whole career is focused on that upcoming revolution, I am keeping my posting brief. But the answer to your question is: YES, the agencies will change in the upcoming years and NO, they do not “get it” in masse, yet.

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