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Posts Tagged ‘online advertising’

Not too long ago I posted on online advertising taking over offline advertising.

Yes perhaps it will still be a while before online can fully convince old offline marketing strategists but there are some companies out there helping my cause that online marketing can improve a brands performance.

Recently I came across a company in the US called www.vizu.com. One of their key products is called Vizu Ad Catalyst system using brand lift measuring real time the performance of brand advertisers campaigns.

I am convinced that more and more similar companies will also spread across the European online marketing space encouraging brands to use all online channels alongside their traditional marketing methods and therefore continuing the growth path of online ad spending even further. Another clear sign to me supporting this thought is the growth of online video ads…still comparably small in terms of overall spending yet growing very fast and enabling brands to use all kind of web ad formats to broadcast their advertising spots.

Econsultancy recently wrote an interesting blog post regarding how well the two channels can complement each other, so even if you’re a traditionalist, surely it makes sense to combine the two channels together at the very least?

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Airport commuteHere I am at the airport (again) as I embark on my weekly commute between London and Munich, and yes, as usual my flight is delayed.  But, like the majority of my fellow passengers, I am able to work on the move via my BlackBerry and looking around me now, I can see a vast number of people emailing or sending text messages from their mobile devices, which makes delays like this at least a little more productive.  It seems that if you travel a lot for work, then ‘smart phones’ are, quite simply, a must.

Sitting here in my usual air-side seat at the crack of dawn drinking a large coffee to try and wake up, I was reminded about an article I read a little while ago about Online Advertising overtaking TV http://news.bbc.co.uk/2/hi/business/8280557.stm, which most of us in the digital world would have expected to happen sooner or later but it’s interesting all the same.  So I was wondering what the next steps in the way we advertise or communicate our business messages will be?  Will my BlackBerry become my new video conferencing tool so I can dial in whilst I sit here in the airport lounge? Will I buy the same product online that I can get at an airport retailer just to conserve my energy and save me lugging the goods across Europe? Referring back to the fact that online advertising has taken over TV advertising, then perhaps I should think about throwing away my TV set altogether and simply subscribing to online TV channels instead to stay informed?  This diagram (source: http://www.baekdal.com/articles/Management/market-of-information/) illustrates neatly how much the way we communicate has changed, and how many more channels there are at our disposal these days.  As the original article states, we are currently in the middle of the most revolutionary changes since the introduction of the newspaper.  Exciting times indeed. 

Where is Everyone?

But why still compare if majority usage is going digital anyway?

A research study group is currently undertaking a “big brother type” of model brainstorming for 6 weeks on how digital life will affect everyone in the future.  Check it out here http://palomar5.org/

What do you think?  What are your thoughts or predictions on the future of communication?

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