"Advertising is Dying"
"Ineffective advertising has finally been exposed, and, like a vampire, it's withering away under the rays of sunlight." ~ Bryan Eisenberg, ClickZ
I'm thinking Bryan has it right. If Radio is a Zombie, why can't Advertising be a Vampire?
The recent ClickZ article describes fives "stakes" being driven through the heart of traditional advertising:
The one I keep waving in the face of Radio is Media Fragmentation. Bryan does a great job explaining why advertisers simply can't count on what they did LAST time working THIS time...
"TiVo, iPods, hundreds of cable channels, satellite TV and radio, podcasting, Web sites, consumer-generated media, even video games cut people's time and attention into thousands of teeny fragments.
Advertisers have a harder time reaching large population segments. They spend more to reach fewer people.
They used to reach the masses with buys on three TV networks; now, they must buy on 92 stations to approximate the same reach."
Excellent article. Highly recommended reading. These advertising vampires need to understand that's not garlic strung around their target consumer's neck -- it's the cord from a pair of iPod headphones.
"Ineffective advertising has finally been exposed, and, like a vampire, it's withering away under the rays of sunlight." ~ Bryan Eisenberg, ClickZ
I'm thinking Bryan has it right. If Radio is a Zombie, why can't Advertising be a Vampire?
The recent ClickZ article describes fives "stakes" being driven through the heart of traditional advertising:
- Media Fragmentation
- Communication Acceleration/Information Availability
- Overemphasized Demographics
- Creative, rather than persuasive, ad firms
The one I keep waving in the face of Radio is Media Fragmentation. Bryan does a great job explaining why advertisers simply can't count on what they did LAST time working THIS time...
"TiVo, iPods, hundreds of cable channels, satellite TV and radio, podcasting, Web sites, consumer-generated media, even video games cut people's time and attention into thousands of teeny fragments.
Advertisers have a harder time reaching large population segments. They spend more to reach fewer people.
They used to reach the masses with buys on three TV networks; now, they must buy on 92 stations to approximate the same reach."
Excellent article. Highly recommended reading. These advertising vampires need to understand that's not garlic strung around their target consumer's neck -- it's the cord from a pair of iPod headphones.
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