Advertising is reaching beyond the tube
Major ad houses are struggling to keep up with their clients’ demands. Big budget companies want ads that reach beyond traditional television and print advertising and into spaces that have previously been commercial-free. Here are some of the growing markets for advertising that you’ll see in the coming year.
First, we’re all familiar with online advertising, but this 2008 is the first year when major companies are expected to spend more of their ad budgets on the internet than they do on the radio. By 2010, online commercials are expected to surpass the cost of magazine ads. We’ve previously covered the success of commercials on YouTube, but ad houses are beginning to set up portal websites for clients who want their content to be high-quality and properly branded. A good example of this can be seen on Budweiser’s website, which features a section called “Entertainment on Tap” where visitors can watch their best television commercials. They’ve even started a comedy “station” called Bud.TV, which allows viewers to access humor content with Budweiser branding all over the site.
Consumers will also see screens popping up in all sorts of places where they’ve never been before. CBS has launched an initiative to feature their content on small screens in grocery stores across the nation. According to a press release earlier this month, “CBS Outernet will be able to offer national advertisers the opportunity to target consumers via Ripple’s rapidly growing network of screens that feature community-specific and demographically-tailored lifestyle content from CBS, The New York Times, E! Entertainment and Yahoo!, and others.” Don’t be surprised to find yourself watching CSI as you wait in your doctor’s office; the network has also reached a deal to show their programming and advertising to captive audiences in health care facilities. You also might find something interesting to watch as you pump your gas and wash your car windows. Many gas stations are installing video screens which will give you the latest sports news from ESPN.
As the portals through which advertising is distributed begin to shift, ad firms are also devising new strategies to keep their content relevant. While focus groups and random polls used to be the gold standard, companies are now realizing that consumers don’t always give high-level feedback in these settings. Madison Avenue heavyweights are using observational techniques to reach out to consumers. A good example of this is in the research study done by Saatchi & Saatchi for J.C. Penny. The company sent staffers to the homes of more than 50 women, and rather than conducting surveys, they literally shadowed these consumers, helping with daily errands, chores and shopping. The data they gathered was used to make J.C. Penny’s popular “Every Day Matters” campaign, which produced this award-winning spot to better draw in customers.
As the Web 2.0 generation gains more and more purchasing power, these shifts in the advertising agency will become more drastic and more noticeable. Competitive ad agencies won’t stop at gas stations and supermarkets; we’ll be seeing well-made ads on our cell phones, in our cars, at the gym, and wherever else we spend our time. Hopefully others will follow the lead of Saatchi & Saatchi by producing quality content like this little gem, also for J.C. Penny. Then at least we’ll be entertained in addition to being brainwashed.
By Haley January Eckels
