In Crisis, Opportunity is the Sound of an Audience of One-handed People ...
RE:
Fastco: Mayhem on Madison Avenue, Danielle Sacks
Businessweek: Don Draper's Revenge, Felix Gillette
Six years ago, the cost of media versus creative ad accounts was 10:1.
Media costs were destabilized by the internet, as well as other factors. What we’re talking about here is chaos theory, a multiplicity of factors. The jarring Neilson report in what, 2005, that 1/3 of the young male demographic had left TV for video games as a main preoccupation rocked media buys. There are new ways to go where the people are.
Before the whole industry had been running on rule-of-thumb for media; ROI was relegated to DM, and was considered coarsely nonmagical. The faltering of print media, as well as clearer stats for other media, real numbers of eyeballs and click-thrus … new understandings of the value of word-of-mouth and the worth of influence … social maps and the paralleling attempts of social media. There are new ways to account for social influence; Gladwell’s connectors, mavens, and salesmen are starbursts in the social matrix. The effect of social – as tests run on pop songs have proven – is that the payoff can be larger, but it is also less predictable who the favorites will be.
Print media, is stabilizing under a new split delivery.
The funnel of the marketing system is still the same, and there are appropriate media for the basic processes of interest, research, purchasing, and retention, and for the customer profiles you’re trying to reach.
The ad business had become ritualized with media buying seasons, and formal reviews, and agency-of-record announcements, but that egg has been cracked open.
I don’t know where agency pricing stands today viz the media:creative ratio, but I would suppose media real estate has declined dramatically against creative labor. Everything has been bid down. People are examining measures they hadn’t before, like my dad watching the instantly-calculated MPG gauge on his Prius, where before he used to floor it to the stop sign and then jam on the brake.
Fastco: Mayhem on Madison Avenue, Danielle Sacks
Businessweek: Don Draper's Revenge, Felix Gillette
Six years ago, the cost of media versus creative ad accounts was 10:1.
Media costs were destabilized by the internet, as well as other factors. What we’re talking about here is chaos theory, a multiplicity of factors. The jarring Neilson report in what, 2005, that 1/3 of the young male demographic had left TV for video games as a main preoccupation rocked media buys. There are new ways to go where the people are.
Before the whole industry had been running on rule-of-thumb for media; ROI was relegated to DM, and was considered coarsely nonmagical. The faltering of print media, as well as clearer stats for other media, real numbers of eyeballs and click-thrus … new understandings of the value of word-of-mouth and the worth of influence … social maps and the paralleling attempts of social media. There are new ways to account for social influence; Gladwell’s connectors, mavens, and salesmen are starbursts in the social matrix. The effect of social – as tests run on pop songs have proven – is that the payoff can be larger, but it is also less predictable who the favorites will be.
Print media, is stabilizing under a new split delivery.
The funnel of the marketing system is still the same, and there are appropriate media for the basic processes of interest, research, purchasing, and retention, and for the customer profiles you’re trying to reach.
The ad business had become ritualized with media buying seasons, and formal reviews, and agency-of-record announcements, but that egg has been cracked open.
I don’t know where agency pricing stands today viz the media:creative ratio, but I would suppose media real estate has declined dramatically against creative labor. Everything has been bid down. People are examining measures they hadn’t before, like my dad watching the instantly-calculated MPG gauge on his Prius, where before he used to floor it to the stop sign and then jam on the brake.
posted by Constance X at 10:33 AM
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