mobile

Your New Advertising Agency Business Plan

Peter · March 14, 2014 · Leave a Comment

I admit it. I am a bit buzzed. The Formula 1 season just started its first race in sunny Melbourne (it will be crazy and unpredictable this year, by the way.) I had a glass or two of Malbec and then I saw these numbers that show the shift from desktop to mobile advertising from the nice folks at eMarketer. These numbers are dramatic:

Overall desktop ad spending is set to decline in 2014 while mobile grows 83.0%. Not surprising. You knew what is going on, right?

So, why should I be jumping on the desktop to mobile bandwagon? Why? Because advertising agencies, primarily the medium to small, have not yet figured out how to leverage this shift. Well, folks, it is time. Your advertising business plan better take into account what is happening.

Here are my three primary take aways that I think advertising agencies (and digital shops as well. OK, video production companies too) need to incorporate into their business plan…

Video is way hot and WE know how to do this.
Video is hot.
Mobile is the future.

Now, you’d think that a lot of agencies are putting “We know mobile” on their home pages. They are not. Which means they don’t get it yet and that is good for you. Need a crash course in mobile marketing? If you live in Portland go to Mobile Portland events. If not, find your local mobile developer community and make friends.

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

Peter · December 16, 2013 · Leave a Comment

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?

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.

Watching Google Trends: Responsive Web Design

Peter · November 25, 2013 · Leave a Comment

Just a quick look at the dramatic rise in searches for the phrase “responsive web design.” Clearly an indication of the need for quality mobile web experiences that support websites (and possibly a reason for the overuse of this term on advertising / digital agency blogs.)

Interesting to see how much higher search volume the word “web” gets than “website.”

Total Media Spending Going Up

Peter · August 22, 2013 · Leave a Comment

A good thing… marketing budgets are going up. Highlights:

TV remains king.

Digital growing by more than $5 billion per year.

Mobile expected to grow by $22.6 billion in next 4 years.

And, surprisingly, print holds steady.

Advertising Agencies: Follow The Money: Social, Mobile, Video

Peter · August 19, 2013 · Leave a Comment

From the land of “you know” this, comes a reinforcing eMarketer article and graphic showing you where the marketing / advertising budgets are going and you know what’s coming… I say follow the money.

Wow, so many opportunities for your agency to: build out social media, mobile and video expertise; so many opportunities to recalibrate your brand positioning and sales proposition. So, are you? I got to go WTF if you aren’t.