Feb 8 2012
Basis Team

Gain/Strain, Innovation Obstacles & Online Ad Spending

  • More Gain, Less Strain. This is a reoccurring theme for the client/agency relationship as emphasized in a recent CMO Council study. Top “strains” include limited knowledge of business and digital landscape, agreed upon performance metrics, integration of marketing plans/services, lack of value add strategic thinking and budget/pricing issues. The good news is that there are cost-efficient solutions such as relying on outside consultants and technology to help agencies extend their capabilities and open their possibilities. Read More: Ad Agencies Struggling to Evolve in Digital Age, Reports CMO Council; Clients Experience High Turnover of Interactive Marketing Firms
  • Overworked, trapped in Excel, delayed execution – do any of these adjectives ring a bell? A recent Digiday article highlights “enemies of digital media innovation” which encompass these attributes. The real issue is the fact that there is a continual battle with these outdated approaches. It’s time to let go of the past and move with the future; this requires a fresh, new approach, rather than fighting outdated tactics and processes. What are some of your proposed “out of the box” solutions? Read More: Meet the Enemies of Digital Media Innovation
  • According to eMarketer, banners, search and video advertising will make up more than 80% of all spending through 2016. “The continued strength of banner ads across desktop and mobile devices, coupled with a surge in video ad spending on both platforms, constitute the two most important and related story lines in display advertising.” With an increase in spending, marketers should ensure they deliver strong, brand experiences that engage with their target audience and reinforce their brand promise. Read More: Online Ad Spending Consolidates Among Search, Banners, Video