Where Is The Upside?

Event marketing is the short answer? What do you have on the calendar for 08 and how big is the lift?  This should help motivate your sales folks!  Garry Leigh

According to research released recently by PQ Media, spending on branded entertainment marketing grew 14.7% to an all-time high of $22.3 billion in 2007, nearly doubling in size over the last five years as brand marketers continue to shift budgets from traditional advertising to alternative marketing strategies which include:

1. Event sponsorship and marketing
2. Product placement

3.   Advergaming and webisodes

This marketing strategy that integrate products into entertainment venues that provide high engagement and interactivity, represented approximately 8 cents of every marketing services dollar spent in 2007, according to PQ Media. And the market for branded entertainment is projected to expand another 13.9% in 2008 to $25.41 billion, despite slowing overall economic growth.

Patrick Quinn, President & CEO of PQ Media, said “… there are strong secular trends driving investment from traditional advertising media to alternative marketing strategies… Americans are spending more time outside their homes, online at work, communicating via wireless devices and multitasking with various media, which has created a generation of elusive consumers for brand marketers to reach… (leading) to increased investment in alternative marketing tactics.”

Key trends impacting each segment of branded entertainment include:

1.   Spending on event sponsorship and marketing, the largest segment of branded entertainment, rose 12.2% to $19.18 billion in 2007. Event sponsorship and event marketing attract new customers by using face-to-face engagement

2.   Paid product placement spending grew 33.7% to $2.90 billion in 2007, and at a compound annual growth rate (CAGR) of 40.8% from 2002 to 2007

3.   Spending on advergaming and webisodes increased 34.8% to $217.0 million in 2007, fueled by efforts among marketers to reach the elusive 18- to 34-year-old demographic. Advergaming and webisodes, while the smallest branded entertainment segment, is the fastest growing, climbing at a 51.7% CAGR from 2002 to 2007

Branded entertainment is expected to grow at a double-digit pace in 2008, driven by nearly $9 billion in event marketing spend, robust product placement spending, particularly on reality programming, at $3.5 billion, up nearly 25%, and growth in webisodes of 46%, as major networks begin to produce full-length online episodes in an effort to tap the coveted youth market.

The outlook for branded entertainment marketing through 2012, says the report, is for double-digit growth overall, despite slower economic expansion in the period. The sector is projected to grow at a 12.8% CAGR from 2007 to 2012, exceeding $40 billion.

For additional information from PQ Media, please visit them here. This was published by MediaPost 

Google Results When Searching Radio

OK, not exactly, but Google’s new venture into selling radio ad space may help those in radio better understand and justify the medium’s role in the advertising equation.  We have all heard much about it but many have not taken the time to get articulate about the pitch being made on our behalf.  Here we go….    

Broadcast your ads on the radio, and increase the impact of your AdWords campaigns.

Radio advertising can increase the overall impact of your ad campaigns when used in conjunction with online advertising. 57% of online radio listeners look up items on the web after hearing an audio ad. Learn more.

Radio is also a cost-effective way to reach customers who are not online — whether they’re driving to work, or the gym, or the store, you can still get your message across.

With Google AdWords, you can launch radio ad campaigns in just a few quick and easy steps,and do it all online.

 

Create a custom radio ad. Use the Google Ad Creation Marketplace to get help creating an ad that’s customized to your business. Get in touch with professionals who provide quality scriptwriting, editing, production, and voice over talent – all within a budget you set. Listen to sample radio ads created in the marketplace
Showcase your business on over 1,600 terrestrial FM and AM radio stations across the U.S. Target your customers on “top ten” stations in all 25 of the most popular US markets — we can even guarantee premium inventory during all standard dayparts.
Closely monitor your campaign performance. Review online reports to track results of your radio campaign. You can find out exactly when your ad aired, and you’ll even have access to a recording of how your ad sounded on the radio. Read inside tips on what makes a successful radio campaign

 

©2008 Google – AdWords Home – Help – Print Ads – TV Ads

 

 

Online Selling Offline

Terrestrial radio, and in fact traditional media in general, has suffered from the perception of being on the outside looking in to a new world of interactive technologies and methods of brand engagement.  Judging by stock prices and revenue generation, agencies and clients have been looking for and finding other viable means of message distribution and probably more importantly, finding metrics for justification of those decisions which radio has never quite been able to muster.  Print circulation figures have never proven real, Arbitron methodology is beyond antique and is opaque at best, the writers strike has made television up front irrelevant, while online and emerging media metrics have proven easily manipulated by bots and click fraud of all kinds.  What is a media buyer or interested client to do?  Combine metrics across all to gain clarity on each!  Boy this took way too long and it took a company like Google, not Project Apollo (Arbitron and Nielsen combined) to get it done.  We can’t be afraid to embrace any of this but rather need to look ahead of this V1 and insure future versions are as accurate and truly representative as possible.  Here is a glimpse courtesy of MediaPost.   — Garry Leigh

Armstrong Unveils ‘Top Secret Strategy’ To Agencies: Dashboards, Tools To Scale Media Buying

by Joe Mandese, Friday, Mar 7, 2008 8:00 AM ET

ORLANDO – GOOGLE IS NOT out to disintermediate advertising agencies, but it looks as if it has it’s heart set on disintermediating some other organizations that help agencies manage how they buy media. That was one of the takeaways from Google President-Advertising and Commerce, North America, Tim Armstrong during a keynote address Thursday at the American Association of Advertising Agencies Media Conference here. Unveiling what Armstrong referred to as Google’s “top secret strategy” for helping agencies transform the way they plan, buy and manage media – not just online, but across all their media options – Armstrong show a new “dashboard” approach it has developed for agencies for managing buys across media. “It basically takes a mix of different media types and puts them together,” he said, adding that the system, which is still being developed, was part of a suite of new tools Google is building to make the lives of media buyers “easier.” The new dashboard, he said, would enable buyers to manage mixes of offline media like TV, radio and print campaigns, with their online display and search advertising, and to harness their data streams to show how one platform influences traffic to the others. Armstrong described the dashboard as one of the things Google excecs have been drawing on “napkins” to better service agencies, but said he continues to be greeted by fear and trepidation from shops when he meets with them. To illustrate that point, Armstrong recalled an especially difficult sales call he was summoned to by Google CEO Eric Schmidt a while back with an agency chief who ripped Google’s approach to the advertising marketplace. What did Armstrong do? He hired the exec, former Interpublic Chairman David Bell, to help design better systems for helping ad agencies. It is the same spirit with which Google has recently begun striking alliances directly with agencies, such as its much publicized hook-up with Publicis, which Armstrong said was all about building “tools to help you guys scale.” One top media agency executive in the room told MediaDailyNewsshe loved what Google was doing, but not necessarily the way it was communicating it. “We always feel like they are talking down to us,” she said. Joe Mandese is Editor of MediaPost.