Peter Levitan & Co.

The New Business of Advertising

Agency of the Future

Wake Up Call: Advertising Budgets Are Moving To Mobile From The Desktop

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I’ve “suggested” that advertising agencies put more focus on the growing world of mobile advertising. I understand that this is yet another media option that needs care and attention at your already busy agency. But… you have to get with it. You will soon have no choice and it could be too late for your agency if you don’t pay attention to this media shift.

Look At The Accelerating Shift Of Advertising Budgets From Desktop To Mobile

From eMarketer:

Next year, eMarketer predicts, overall spending on desktop advertising will increase by just 0.41%, while mobile ad spending will grow a further 56.00% to $14.97 billion. By 2016, spending on mobile will rival desktop spending, and in 2017 it will blow past, posting $35.62 in ad spending compared to the desktop’s $27.21 billion.

The trends are working at warp speed. What business will your agency be in in 2017?

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And where within the world of mobile advertising and marketing will marketers be spending those dollars?

I’d be getting real good at video strategy and production. Which, by the way, if you are in advertising, you are already good at.

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Gen X, Millennials And Gen Y: Will They Work In Advertising?

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“Are Advertising Agencies Cool Enough For Millennials?”  is a Talent Zoo interview I just did with with Michael Donahue of the 4A’s. The interview discusses the millennial generation and how advertising agencies are going about wooing and keeping this younger generation of Mad Men.

The interview got me thinking about the definition of Millennials, Gen X and Gen Y.

These are demographic terms that we seem to toss about but may not actually be clear about. So, to be clear(er)…

Gen X are the post-Baby Boomers born between 1965 and 1984. Gen Y and Millennials are essentially the same group and they were born between 1981 and 2000. These are the kids, you know the soccer playing, hip-hop listening, Brooklyn, Austin and Portland-bound, kids of the Boomers.

Untitled1And for a lighter perspective, here is how BuzzFeed views the subject:

“22 Signs You’re Stuck Between Gen X And Millennials — You’re not Gen X, but you’re not Gen Y either. Here’s what it’s like being caught in between two generations.”

How Digital & Mobile Should Your Advertising Agency Be?

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And the answer? Mucho.

Check out the facts from eMarketer on adult media consumption habits. The dramatic double-digit shift from traditional to digital shouldn’t come as a surprise. But, its worth a hard look by agencies that are planning services and staff skills for the future.

(Mobile, anyone?)

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Nike+ Accelerator, TechStars, Wieden+Kennedy, Opal Labs and Moi

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Nike Fuel Band Preorder Restock Nike InsiderShould advertising agencies get involved with the digital startup scene? Is going down this digital road a smart idea? What’s the payoff? I wanted to know so I assembled some of Portland’s leading accelerator (Nike+ Accelerator and UpStart Labs), advertising agency (Wieden+Kennedy) and very sharp startup (Opal Labs) leaders for a Portland Ad Federation session.

It grooved. Check it out. Oh, moi? I’m the moderator.

Here is how the Ad Fed announced the program:

GET STARTED:  PORTLAND’S CREATIVE COMMUNITY AND THE STARTUP SCENE

Portland has hit the radar: Business Week has noted the stunning growth of our tech scene. Local start-ups are actually being funded fueling awareness and rivaling Portland’s larger competitors (like San Francisco).

The fuel for the fire? Accelerators (PIE: Portland Incubator Experiment) in partnership with leading brands, technology innovators, and trend setting local agencies (Wieden+Kennedy); Upstart Labs is helping grow local companies Chirpify and Celly; and the Nike+ Accelerator is powering TechStars and Nike.

PAF’s GET STARTED gives you a front-row seat by bringing together the leaders of PIE, Upstart and Nike+ Accelerator. Unearthing the magic behind growing startups, they’ll outline how advertising and digital agencies can and are providing guidance and support to bring companies to life. You’ll learn how your agency/company can participate in this trend and how you’ll benefit and grow from your own tech chops alongside your startup partners.

Our panel of PORTLAND INSIDERS will add perspective to nurturing an internal startup:

DYLAN BOYD, Managing Director, Nike+ Accelerator
KEVIN TATE, General Partner, Upstart Labs
RENNY GLEESON, Co-Founder, PIE / Digital Guru at Wieden+Kennedy
STEVE GIANNINI, President & CFO, Opal Labs
GEORGE HUFF, CEO, Opal Labs
PETER LEVITAN, Peter Levitan & Co.
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By the way, I was the founder and CEO of two Internet startups. Microsoft bought one. You can read about them and other fascinating facts right here.