Advertising | Media Hunter - Part 3

When all else fails…try nostalgia

Is traditional media and advertising reaching the end of the creative line? In an increasingly cluttered media landscape it seems that nostalgia is being seen as the way to cut through and grasp our remaining collective attention.

Radio has long used the “formative years” approach to appeal to different demographics. This means playing music that was new during the teenage years of the desired audience. The result has been a plethora of classic hits and golden oldies formats. Read the rest of this entry »

Practice what you preach

How many marketers and advertising experts actually practice what they preach?

Until recently it probably wasn’t a very viable option.

How many times has your media rep, who happily suggests where to spend your hard-earned advertising budget, actually “invested” his or her own funds in an ad campaign?

How often has your agency account manager had to feel the anxiety of committing tens or hundreds of thousands of dollars on a campaign that could make or break their business?

For that matter, when was the last time you saw an advertising agency run their own highly-creative, cutting-edge 30 second television spot during prime time?

You haven’t, have you. Agencies enter awards and then drum up column inches in trade press. Its called PR.

Truth is that most of the marketing and advertising experts who businesses rely on don’t actually practice what they preach. And, to be fair, in many cases its not very practical to expect them to.

But the emergence of social media and inbound marketing means that a new generation of marketers has emerged who do have skin in the game, who do actually live, breathe and experience the highs and lows of the strategies they extol.

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Are television networks feeling the digital effects?

source: Sydney Morning Herald 12 March, 2010

There’s been a decided shift in television viewing numbers already in 2010 and it seems to be a nationwide trend. Here in Newcastle we have been intrigued by the difference in audience numbers this year compared to the same time last year.

So far there seems to be an average of 20,000 less viewers per top 10 program than for the corresponding week in 2009. For example the #1 program in Newcastle for week 10, 2010 was The Mentalist with 84,000 viewers. The #5 program was NBN  Saturday News with 67,000 viewers and the #10 program was Talkin’ Bout Your Generation on SC TEN with 55,000 viewers.

IN 2009 for the week ending 3 March (corresponding week) here are the numbers: #1 Underbelly on NBN with 124,000 viewers, #5 RSPCA Animal Rescue on Prime with 86,000 viewers and #10 CSI on NBN with 75,000 viewers. Of course, Underbelly is a standout ratings winner but the #1 program last week had less viewers than the #5 program last year.

As you can see there are about 20,000 less viewers for the main Free-to-Air channels. And this is happening every week.

Now the national media are picking up on the trend. The rest of this post is taken from today’s Sydney Morning Herald.

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Has marketing entered the specialist era?

Is now the time for new kind of communications business that connects marketing specialists with corporate marketers?

Its been obvious for a while now that the generalist media era is coming to an end. No longer do a handful of large media outlets determine our news and entertainment the way they did during the last century. Increasingly we are turning to a multitude of specialist media providers to satisfy our many needs. Media consumption is splintering so rapidly that it’s difficult to keep track of the vast array of options available to us.

marketing specialists

Marketing "connectors" assemble teams of specialists

One hangover from the generalist media era is the full-service agency. Whilst “everything under one roof” may have been feasible when there were only a handful of media options, in 2010, with a ridiculous number of feasible marketing options available….Free to Air TV, Subscription TV, Radio, Digital radio, Press, online press, outdoor, SEO, SEM, social media, inbound marketing, micro sites etc…. its seems ludicrous to believe that one shop can do it all.

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Yellow Pages slipping

Telstra’s directories unit is up against a formidable foe online, and it doesn’t look good, writes Dominic White from the Australian Financial Review.

Who bothers to dig out the Yellow Pages if they want to find a plumber or order a pizza when they can Google it in seconds on their laptop or iPhone?
It’s a question Telstra shareholders may be asking after the company revealed this monthly the first-half print revenues at the Yellow Pages tumbled by some 8.7 per cent.

Even after adjusting for growth in China, online, currency movements and the loss of Trading Post, revenues at Sensis, the Telstra unit that looks after Yellow Pages, fell 0.1 per cent – the first revenue fall in Sensis’s history.

Until now Sensis have proved remarkably immune to the headwinds that have battered other Yellow Pages businesses across the planet, including rise of Google. Unlike its rivals, which are largely owned by private equity, it doesn’t have debt problems.

But now experts wonder whether the move into negative growth marks a worrying turning point for Sensis, a business that generates almost 10 per cent of Telstra’s total sales.

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Full circle? Google advertises during Superbowl

Is this a sign that Google feels the need to compete with the Bing advertising budget? Is it a bit of cheeky post-modern irony? I don’t know. But it sure was interesting to see that Google just ran an ad in the Superbowl coverage. Here it is…

Pepsi hit refresh with first big social media campaign of 2010

Pepsi Hit Refresh

Pepsi Hit Refresh

Press Release

In January 2010 Pepsi takes to the streets with one of the heaviest weight outdoor campaigns in Australia’s history: Hit Refresh.

Hit Refresh introduces the evolution of the renowned Pepsi globe logo with a massive outdoor campaign hosted by newly announced MTV VJ Erin McNaught and stable mate Darren McMullen.

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2010: the year of…

We have the technology

We have the technology

Welcome to the future.

Its 2010, a time oft referred to in sci-fi movies and old TV shows as “The Future”. Sure, we haven’t got hover cars yet, but technology and media is now well and truly exceeding expectations. It wasn’t long ago that we were marveling at the push and touch technology in the Tom Cruise movie Minority Report, now becoming a reality on smart phones and the forthcoming iTablets.

In fact, technology and media are evolving so rapidly that its hard to keep up with what will be the break-out hit of the year and what marketers should be focussing on. Here are just some of the prognostications from those in the know:

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Stop interrupting


Stop Interrupting

The last 80 years of advertising has been about interruption. Interruption of the music or conversation you listen to on the radio. Interruption of the program you watch on the television. Interruption of your view when traveling. And with the advent of pop-up ads online, interruption of the material you are viewing or reading online.

Occasionally advertising has engaged us, but that is the exception rather than the rule. Overwhelmingly advertisers try to interrupt us to gain our attention. Notice the screaming voice-overs, eye-popping graphics and loud music that leap out of your TV every ad break? That’s just more advertisers fighting for your attention.

Up until recently interruption has been reasonably effective too. There wasn’t a lot of media choice so we just endured the interruption and purchased enough of the products being advertised to justify the advertising expense. Interruption was the price of mass media.

Not any more.

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Marketing Magazine post

Over at Marketing Magazine they’ve just published my post Marketers need to turn to ‘inbound’. Its about making sure your marketing is keeping up with today’s media consumption and marketing trends. Let me know what you think.