Last week, I experienced advertising magic. Let me paint the picture for you. It all started with a typical meeting with a collective team of experts discussing an upcoming ad campaign. All of the basics were covered including the target market, messaging, budget, reach and frequency as well as the execution logistics. While the team was excited to launch this campaign, it almost seemed too easy and even a bit predictable.
Digiday posted an interesting read on how two powerful brands, Tiffany and Zales, battle it out in the digital space. Tiffany effectively executes a holistic approach, which leverages social media, mobile and video to reinforce its brand.
How is mobile changing the media landscape? According to a new forecast from Strategy Analytics project, mobile ad spending worldwide will grow 85% in 2012 from $6.3 billion to $11.6 billion. In the U.S., the technology research firm predicts mobile advertising will grow even faster, more than doubling (up 128%) to just under $4.2 billion.
Earlier this month Centro was honored with the title of the #1 Place to Work in Chicago for the second year in a row by Crain’s Chicago Business. We would like to extend our gratitude to Crain’s for their recognition, and congratulations to all of the businesses recognized!
Digital expansion is making history. According to a recent IAB revenue report, internet ad revenue hit a historic high ($31 billion), up 22% over 2010. Display-related advertising revenue in 2011 totaled $11.1 billion (35% of 2011 revenues), up 15% in 2010, while mobile experienced triple-digit growth, up 149% from 2010.
The Makegood recently wrote a very candid article describing how agencies are unfortunately positioned as “yes, men” to their clients. Agencies today are becoming victims of the ever-changing landscape, which is causing them to be more reactive vs. strategic and proactive.
Expectations are high and marketers are pressured to prove the value of their campaigns. According to eMarketer, marketers are relying on different metrics, such as CTR, brand lift, GRP, view-throughs, etc., which are leveraged in various ways. So, how should success be measured?
According to eMarketer, digital marketers worldwide are investing a greater portion of their total marketing budget online this year. In fact, a recent SoDA study found that one-third of respondents expect to invest 60 percent or more of their ad budget digitally, while 25 percent plan to significantly increase their digital owned and earned media spend.
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