Peter Levitan & Co.
The New Business of Advertising
What do advertising people do for a living? Finally, there is an answer. They curate, design apps, they work on spaces, change graphics, network, freelance, they interdicinplanary, make stock, go viral, drink bottled water, make platforms for Syria, are sustainable, white board…
Check out “Concept Space”, a video that explains it all from the YouTube comedy channel Slackatory.
According to eMarketer, advertisers are using online video for awareness and branding. No surprise there. This is how “commercials” have been used for years.
Read on…
What goes around goes around.
OK, one more thing. Remember when the digital guys said that interruption advertising was dead. Well, guess what, it ain’t. Just try to watch a video on YouTube without a commercial interruption.
OK, OK. Sure things will change. And, yes the TV creative director generation will die off. But, it will be a slow death. Why? TV commercials WORK!
Adobe recently released the important insight-rich study, “Digital Distress: What Keeps Marketers Up At Night”, on how marketers view digital marketing. I urge you to read the PDF of the full report: adobe-digital-distress-survey.
The good news for advertising agencies is that clients are not getting their 7 to 8 hours of REM a night. Tired means that you have significant pain points to aim at with your new business strategy.
Here is Adobe’s sleepless in marketing chart. It is rich with business development messaging points for agencies. The chart shows the gap between what marketers view as important vs. their level of satisfaction.
The first agency-related finding that jumps out to me is the gap between desire and fulfillment in marketing Creativity and Innovation. Hello, agencies, this is your sweet spot. But, you know that. In fact, there is so much fuel here that any agency could jump on just any one of these points (that means develop some relevant focused insights) to make a compelling case to get a meeting. Use some of my free insight tools to make that case.
If you have a couple of minutes, check out Adobe’s animated infographic. It could be something to share with current or prospective clients.
Yesterday I opined (yes, a Bill O’Riellyism) that we shouldn’t get all caught up in worrying about the definition of advertising. In my head, lets keep our lives simple and just believe that when marketers pay for our attention they are “advertising.”
I sited content marketing as not being a brand new “advertising” idea (think advertorials) and today found this infographic on the history of content marketing on the Content Marketing Institute website. So, how old is content marketing… Try 1885.
Here is my latest post for Advertising Week Social Club, Advertising Week’s blog.
The post discusses my take on what advertising means today. There seems to be quite a bit of confusion since the introduction of digital media platforms, social and mobile. But, I think that advertising continues to be about brands spending money to get consumer’s attention regardless of the platform. Here’s Wikipedia’s definition of advertising. I don’t see why Twitter, iPhone apps or content marketing doesn’t fit in.
“Advertising is a form of communication for marketing and is used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action.”
For a bit more on this, head over to my post on how to position advertising agencies. I use some Google stats to help understand the value of the word “advertising.”