by Andy Atherton
March 30th, 2009
I sat in on the “IAB Internet Advertising Revenue Year End 2008″ briefing this AM. It was a good high-level check-in on the state of the market and I particularly enjoyed the commentary by Professor Peter Fader of Wharton. To paraphrase some of his comments:
Because you can see immediate payoffs from performance-based advertising, it gives you comfort. But that doesn’t mean you’re not getting good payoffs on brand-building or other less direct forms of marketing. Companies should not overly focus on the short-term. The impact of advertising is slow and cumulative, with brand effects show up over the long term. Even attaching electrodes to peoples brains isn’t going to change this, so marketers need to be patient and incorporate longer-term thinking.
Similar to my comments in this byline and good advice for sure.
by Andy Atherton
March 10th, 2009
I LOVE this campaign. Exactly what folks need to hear right now. How can you not feel good seeing that beatific Quaker? He wants you to tune out the panic, eat a good, healthy breakfast and go be part of the solution. He knows you can do it and he’s got your back. Great concept, great creative. What’s the CPA on all that outdoor they bought? I don’t know, but I have had Quaker Oatmeal 3 times in the last 5 days – and I don’t even eat breakfast. I like mine with raisins and brown sugar.
by Andy Atherton
March 9th, 2009
There was a great article in Ad Age today about Ford focusing on the top of the funnel to gain share in the current market and improve their long-term competitive position. Ford and other forward-thinking marketers realize today’s market conditions are temporary, but their brands are long-term assets. Maintaining proper balance throughout the purchase funnel even during this critical, challenging time can build significant equity in a brand as competitors over-focus on the bottom of the funnel. As Ford has shown, increasing brand equity can yield measurable benefits now even while positioning a brand to accelerate into the inevitable recovery.
by Andy Atherton
March 6th, 2009
Many interesting points raised in this recent MediaPost Blog. Certainly an interesting take on one of the reasons for the current predominance of DR over Branding in online advertising and I agree wholeheartedly that online display ads are a far better branding medium than it’s currently fashionable to believe. (I found myself thinking, “AMEN!” as I read that paragraph. Well put.) Continue Reading…
by Andy Atherton
March 4th, 2009
I was happy to see Brand.net was recommended in a recent recent research report from Forrester Research entitled “Ad Networks for Brand Advertisers”. Forrester’s research suggests that as brand marketers focus on doing more with less, Brand-focused ad networks are a good solution driving increased efficiency and decreased cost without sacrificing quality or control. The note is fairly brief, but includes some valuable advice for online brand marketers evaluating networks. In particular, Forrester recommends careful vetting of potential network partners. In a crowded ad network market it’s important to separate the networks that can deliver against complex brand requirements from those with more DR-focused capabilities. Good advice.
The summary of the report is available here.
