Advertising Is In ‘A World Of Hurt’

Report: Advertising Is In ‘A World Of Hurt’

forresterForrester Research believes today’s ad agencies are not well-structured to take on tomorrow’s marketing challenges, needing to move from making messages to establishing community connections. …
Pushing messages would give way to encouraging voluntary engagement, and ongoing conversations would replace time-based campaigns. …Consumers increasingly do not trust marketing messages. Instead, they rely on advice from friends and others in their various communities to make product decisions, while using tech tools to tune out ad messages they deem irrelevant. Digital agencies have gone farther, in Forrester’s estimation, in centering their businesses around "interaction," but it finds them lacking in the branding skills of traditional shops.

Agency v2.0 posts by David Armano on Logic + Emotions Blog

Mapping The Blogosphere

YouTube by the Numbers

Data Mining: Text Mining, Visualization and Social Media:

Tim Wintle of Rubberductions forwarded me a pointer to a new piece of research which analyses viewership for YouTube videos in the first month. Key findings In the first month on YouTube:

  • 70% of videos get at least 20 views
  • 50% of videos get at least 100 views

  • Fewer than 20% of videos get more than 500 views

  • Fewer than 10% of videos get more than 1, 500 views

  • 3% of videos get more than 25, 000 views

  • Around 1% of videos get more than 500, 000 views

These numbers are described by the following chart:


Future Shape of Advertising

Bring Back the Love

Microsoft Shows Off Next-Gen Ad Tech

Advertising Lab

Video demo: “Contextual Ads for Video. Through speech recognition, this technology enables ads to be dynamically served based on the content discussed in the video.” (Another demo)

Microsoft showcased a series of new technologies from their adCenter Labs during the lab’s Demo Fest.

Press release: “The technologies highlighted at this event included the latest advances and algorithms in content analysis and computer vision for video and images, speech recognition for contextual video ads, and advanced marketing intelligence that enable enhanced audience insight and better targeting capabilities for advertisers.”

Some of the geekier stuff:

Contextual Ads for Video. Through speech recognition, this technology enables ads to be dynamically served based on the content discussed in the video.

Intelligent Bug Ads
. By using a computer vision algorithm to calculate the least intrusive spot in the video, it approximates human judgment and places the ad in the video where it is least likely to interfere with the consumer’s viewing experience.

Visual Product Browsing
. This tool uses computer vision algorithms to browse and categorize images as a human might, without the need for manual data tagging.

Content Analysis Engine. This technology uses advanced algorithms to automatically extract and categorize information from search queries and Web page contents to better understand user intent and minimize search engine marketing complexity.

Content Detection in Sub-documents. This technology identifies sensitive or unsuitable content such as pornography, weapons or negative sentiments that advertisers would not likely want to be associated with, and automatically blocks contextual ads related to that content.”

Advertising v3.0

The disparity between consumer media consumption habits and advertising spend offers smart marketers competitive advantages, if they move quickly! Utilizing consumer insights, latest technologies and new engagement techniques, while measuring buzz, participation and analyzing conversations they can truly engage in targeted and meaningful ways delivering RoMI.
Looking at the media landscape in the past decades it becomes evident, that advertising has evolved into an era before and after the rise of the internet. Hence I would position the time before the internet as ‘Advertising 1.0’ and the time after as ‘2.0’.
With the rise of the Web 2.0 the standard online advertising has and needs to further evolve into a 3rd version or phase.

The emancipation of the consumers powered by global communication platforms (over 1.2b online users) and advances in software services as well as consumer electronics have given way to digital social networking, blogging/citizen journalism and prosumerism, where consumer are taking over control.
Advertising needs to evolve…quickly! 86% of consumers don’t believe what brands say about themselves (advertising), whereas 78% believe what others say about them.

How can brands facilitate and encourage positive conversations among consumers? Easy! By producing great products people will enjoy and talk about!
Unfortunately not all products are created equally (great). Advertising has to work harder to encourage and spark these conversations, by not only attracting the right audience, at the right time, but by engaging them and exciting them. The engagement has to be immersive, interactive (no more 1 message fits all and not advertising monologues, but dialogues) and participatory!

Join me in exploring these exciting times of another advertising paradigm shift…