How 2010 Is Shaping Up For Advertising

- - The Future

Advertising Age has a look at how advertising is shaping up for the various categories in 2010 (here):

“Ford Motor Co.’s Jim Farley, group VP-global marketing, told a conference that the automaker plans to spend half its 2010 ad budget on ‘experiential’ and online marketing, because 75% of new-vehicle buyers now shop online.”

“…some beer marketers acknowledge that the brands have, for years, been marketed in a commoditized fashion. ‘People have seen the brands as very much the same,’ said one veteran beer-marketing executive, ‘and that makes the cheaper stuff look like a reasonable replacement.'”

Consumer Package Goods
“…great marketing could substitute for new technology. Innovation can also come by making the experience better.”

Digital Marketing
“…while consumer attention has moved to the web, consumer marketing has not. Instead, the web has, in the words of IAB chief Randall Rothenberg, been colonized ‘by the evil aliens of the direct-response planet.'”

“…this will be the year when publishers find out whether readers will pay for digital content. ”

TV Adertising
“‘I care more about the program than the network that it’s on,’ said Peggy Green, media-buying executive at Publicis Groupe’s Zenith.”

“think of the 2.8 million households that hung onto their analog TV sets on the eve of the nation’s switch to digital TV. ‘Migrations take time,’ noted Bob Rosenberg, president of Insight Research.”

There Are 4 Comments On This Article.

  1. Re: Print. Magazine publishers have consider digital content “cheaper”, there by pushing the photo fees down. The licensing for online images has always been treated like an after thought. It either gets a lesser rate, or rolled into the licensing contract.

  2. As a photographer,if my work is publish by someone for their use and benefit, pay me! I would say an initial fee and then royalties on the number of times it has been viewed over the inital estimate. So if someone pops into an archive where they used my work, pay me! I am not greedy, just pay me.

    Too many people say we’ll I am not going to get what I use to for the work I did. I think they are wrong. There is a slow down and things will eventually pick back up.

    How about the fact ads can be changed within minutes, not days,weeks, or months. Creativity can be implemented almost instantly. It use to be that media had to plan well in advance to produce the printed product, well if media shifts to digital, just like a camera, then what you can get is pretty quick to the final product. Well if they can change their ad as quick as changing the text and adding a new image what the heck, that means more images, more writing…. whats the problem. I could be sorely wrong but hey…

    My prediction, Magazines and papers – there will be some with big subscriber pools then there will be a lot smaller local magazines with more localized subscribers. Photos and the words will still need to happen, and it can be more often. So how creative are you…that goes to all those who want to produce content to make a living.

    Dang it I was gonna keep this short. Oh well : )

  3. Karl Baxter

    Printed magazines can survive as long as they provide REALLY good content, most magazines were really comfortable delivering poor content (lame and poorly written articles, poorly checked news, sub par photography, photoshop disasters in their covers and in the advertising pages too..) people feel insulted to pay money for a disastrous publication and a digital conversion won´t save magazines, what will save magazines is really good in house quality control (and advertising agencies could use some too, I mean Photoshop Disasters´ blog is just but a small sample of how low the quality control is in magazines and advertising… And that includes Times, Nat Geo, Popular Mechanics, etc. And not only fashion or trendy magazines.

    Many magazines died during the crisis but the ones that went belly up faster were those which had the worst quality… the ones that keep up their sales are the ones offering better content to their readers and this will be a game were even if they go digital they will have to offer better content than a few badly photoshopped photos and the headache of any grammar teacher.

    We would be fools to believe that the same subpar content will survive in digital… heck people are complaining on how repetitive and monotonous content (again poorly written articles and bad photos) in blogs are now and the trend among people is to skim down their RSS feeds to just only the best blogs. (photography blogs aren´t an exception… most photographer´s blog are trying to push people to buy “kits”, or the products of the brands sponsoring him/her or begging people to buy stuff through their Amazon affiliate program).

    We are also seeing this through a crisis and when the crisis end there will be a huge shift on how things are working, most advertising agencies in countries where the crisis has ended (Germany, France and other countries) are experimenting more work (printed too) the same will happen in all commercial fields because companies will want to be aggressive into getting money from the people who starved themselves from buying products because of the crisis and they won´t be skimping on the money to get those clients back to spend money on them again (advertising, commercial, etc.)