knoledgeable1

The End of Brand Advertising

These "big brands" you speak of, do they really need to advertise like everyone else? Are they price takers or makers? How much of the market do their ad dollars represent?

When you are talking about metrics and which media have value and will ultimately survive, these kind of answers are important. Very telling that the latest chatter is about Facebook being bought by a traditional media conglomerate that can help the young twits along with their elusive ad strategy and the making money thing. Movement of eyeballs does not equate to engagement of them.

Good for the growth rate of Walmart's site, now tell me how many of their customers access it. I thought you couldn't. I'll venture the curve will flatten soon.



On Jan 06 07:18 AM dr droock wrote:

> @ Knowledgeable 1
> Aside from direct mail and coupons, what are some of the other "old
> media . . . real and established metrics New Media would kill for?"
>
>
> Suppose you eliminate reach. The big brands can reach as much as
> the media. Consider that Wal-Mart's website was no 3, after Amazon
> and Ebay. Then consider that Wal-Mart is starting their advertising
> channel and has opted out of the deal with Prism. Or that Google's
> advertising budget is, as far as I know, non existant.
>
> So..if reach is not the value, what are the unambiguous indicators
> of "brand" success?

The End of Brand Advertising

The sine quo non of 'Brand' advertising is that it creates a distinct stand-alone impression. That can be done on a billboard, carved into someone's hairdo, or by a flyer dragged by a plane at the beach. And in each case, the target audience can be reached even if they are holding a fully integrated mobile device.

The effectiveness of most successful 'old' media -- which by the logice employed on this site includes everything but web -- is that it can convey an advertiser's message through focused delivery. It is a simple point that most 'online onlys' dont get about their rapidly fragmenting hand-held universe (because if the web focuses and consolidates -- and thus commands CPM -- then it ceases to be the internet.) I hope I am alive when all message delivery goes online, because I will be investing in ANY other medium.

The End of Brand Advertising

Some of the most backward conclusions I have ever read. Same kind of 'inevitable' logic led to the tech bubble. The narrow focus of this post pre-supposes an 'Online only' consumptiive world. Even with the net erosion, Old media has real and established metrics New Media would kill for. The threat to stand alone New media companies is a hybrid Old-New model that shows that fallacy of New media only ad strategies.

As Barry Diller has aptly stated, these kind of 'new media only' predictions are fad-ish and sophomoric.