No wonder advertisers get confused about how to allocate media dollars. It is an absolute free-for-all. A day does not go by without another news item suggesting how one medium or platform is overtaking or supplanting another. I routinely remind myself of the progression that TV did not kill radio when it came on the scene, and likewise, the Internet did not replace TV. Every form of media is still in active use (papyrus scrolls and carrier pigeons excepted). I see latest Conan TV ads feature blimp advertising blended with mobile platforms. As a big fan of Team Coco, I am hoping for Goodyear associations, not Hindenberg.
A quick sampling of recent stories should give everyone pause about claiming superiority over another medium or about writing a competing medium’s obituary.
This intriguing story from Advertising Age suggests Facebook is voraciously eating the lunch of major magazine brands. It left me scratching my head about how Burberry, frozen in my own brain as a conservative British purveyor of fine raincoats, has attracted over 8 million followers on Facebook. I visited their pages and came away still scratching my head. This Google search revealed a few clues — fashion launches via Facebook and iPads, free samples of a new fragrance, interactive videos, and easy-to-follow followers like Rosie Huntington-Whiteley. Still, that is a staggering number of followers, but more power to them. Whatever Burberry is doing, it’s working.
Next up, two stories from Digiday. One reveals how Google is preparing a full frontal assault on newspapers’ biggest cash cow — Sunday circulars. Imagine a digital version of a circular that gives a retailer all kinds of local control to customize content by store, pricing, and product category. Also from Digiday is a rather depressing, confusing picture of the landscape of digital advertising tech companies. The bar is low for entrants. The result is a mixed bag of options and results for advertisers. Not sure who is being served by this.
This week, New York magazine devotes an extended article to Twitter and whether it is becoming too big for its 140-character britches, er tweets.
If you’re not completely boggled yet, here is video reporting by the print-based Wall Street Journal delivered online from their web site to explain how tv ad spending can be rising as viewership is dropping. Got that?
My next media recommendation? Burma-shave style billboards but delivered with a twist — constantly changing messaging on a series of digital billboards. The product? Attention-deficit disorder drugs.