Five Ad Trends
We are still in the trend forecasting season with The Wall Street Journal offering these trends as ones likely to gather pace in 2007.
The newspaper introduces the list with the following observation: “With consumers flocking to emerging venues such as Web-based video and video on demand, advertisers are scrambling to keep pace. They are putting less emphasis on traditional TV and print ads and instead experimenting with a variety of new techniques.”
Marketers are also trying to figure out how much advertising they can place on mobile devices without being rebuffed by consumers as well demanding metrics to determine the effectiveness of the campaign.
The trends, in the words of the newspaper, are:
Fewer Ads: Network TV executives are beginning to realize that the dozens of ads and promotions that run during their most-watched programs don’t create the best environment for getting a specific ad message across to consumers. …Advertisers say research shows that running fewer ads — reducing what they call the “clutter” — would make it easier for viewers to remember the marketing message of those that do air.
Jazzing Up Search Ads: Paid-search advertising on the Internet is one of the medium’s fastest-growing categories, but the format isn’t the most imaginative. …Ron Belanger, vice president of agency development for search marketing at Yahoo, believes consumers are already starting to see “more sophisticated, creative, in some cases humorous” ideas for the words that appear in search ads. …Developing these new techniques is essential for Internet advertising, say media buyers. The Web is better known for direct-response advertising, not image and brand promotion, which makes a more memorable splash.
“Me” Media: Advertisers have long put their ads on selected Web sites, magazines and TV programs. Increasingly, they are digging a little deeper, seeking out well-known writers, bloggers and other authoritative personalities. …”I believe that we are going to see both audiences and advertisers migrate to individuals as credible brands and guides,” says Rishad Tobaccowala, chief executive of Denuo, a Publicis Groupe SA consultancy that examines emerging ad venues.
Making a Choice: Advertising has long been a passive experience. Ad messages washed over couch potatoes while they watched TV. Now advertisers, including companies as big as Unilever and Adidas AG’s Reebok, are starting to take advantage of interactive TV technology that gets consumers to become actively involved in watching ads.
New Yardsticks: Marketers will look for new ways of measuring the effectiveness of their ads. For decades, advertisers have decided where to buy space or time in part based on what they call “boxcar” numbers — newspaper and magazine circulations and TV ratings. The trouble is that these figures tell Madison Avenue only the number of people who might have seen an ad, and do nothing to reveal whether any did see it — and, if they did, whether they remembered anything about it or acted on it. That is starting to change, as interactive media such as the Web offer advertisers data that track who saw their ads and how they responded. When it comes to traditional media, though, marketers are still looking for better data.
— This post originally appeared in Brand Architect