Advertisers Leading Ad Agencies into
Internet radio and TV, online newspapers and magazines, and the so-called
consumer-generated media, CGM, such as blogs, have opened a new way for advertisers
and ad agencies to advertise products and services. However, are well known
full service advertising agencies ready to use this new media?
Barbara Bacci Mirque, executive vice president of the Association of National
Advertisers, ANA, recently observed that "more and more advertisers are
leading their agencies into new media, not the other way around," and
that "clients are the ones who are personally and professionally experimenting
with new media forms and directing their agencies to look into them."
"When I started out in this business in the mid 80’s as an assistant
product manager at The Frito-Lay Company, we expected our advertising agencies
to be innovative and inform us about what was hip and cool – now it
appears to be the other way around," she wrote in the ANA blog.
Max Kalehoff, vice president of marketing for Nielsen BuzzMetrics, a global
measurement service for consumer-generated media, is asking a very important
"So how about the traditional full-service advertising agencies, the
old bedrock of Madison Avenue? Don't they bring unique talents of insight,
creativity and big ideas? Sure. But like the PR agencies, there are a few
progressive ones, which have invested substantially and created value for
their clients. But for the most part, they are lagging. Perhaps it's because
CGM still seems so trivial and miniscule relative to those big television
budgets? Why bother?", he wrote in his MediaPost's column.
His predictions for 2007 are optimistics, "client-side marketers will
continue to lead, though they'll soon begin to receive (and expect) a far
higher level of support and expertise from the larger agency landscape."
Total U.S. advertising spending is expected to increase 2.6 percent in 2007
to $153.7 billion, according to the full-year forecast released by TNS Media
Intelligence, This anticipated tepid gain is the smallest since the media
economy emerged from its 2001 recession and follows estimated advertising
spending growth of 3.8 percent in 2006.
Internet display advertising is expected to continue growing at double-digit
rates in 2007 with 13.4%, followed by syndication TV (6.6%) and outdoor (5.7%),
according to TNS.
expect to spend $132 million in online advertising targeted to U.S. Hispanics
this year, up 32 percent from last year according to the 2006 media markets
report in the December issue of Hispanic Business magazine.
" One of our most significant shifts in the past six months has been
one-on-one marketing, which seeks to engage consumers with the product and
enhance their experience of the brand,” says Cindy Knight, Toyota marketing
communications manager. “This is something TV cannot do.”
Online U.S. Hispanics Are Internet Trend Setters, Study Show
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