Filed under: Mobile, Mobile Applications, Mobile Commerce, New Marketing, adage

AdAge is telling us that 2008 is not the year for mobile marketing and lays out five reasons why that is so.  It’s a good article as it helps cut into the hype while showing the there are solutions on the way.

One criticism I’ll make is that we all often too often make is that the progress of trends can be measured in calendar years.  While it’s true that corporate marketing budgets are measured in fiscal calendars, actual trends are more measured in technological advances and increases in adoption rates.

Here are the five reasons:

  1. Limited reach (relative to the web)
  2. Measurement hurdles
  3. Complexity of running campaigns, especially ensuring they work on all platforms and devices
  4. Mobile marketing being considered in a silo
  5. Lack of a “hallelujah moment” for mobile

The first four make sense to me.  The last one doesn’t.  We rarely have a “hallelujah” moment for anything.  It’s more often the case that we look back and realize that we’re doing thing differently now than what we were three years ago.

David Berkowitz, over at Marketer’s Studio, lays it out by saying that 2008 - and every year beyond - will be “A” year for mobile, not “THE” year.

No Comments » Posted on March 31st, 2008 by Jonathan Trenn

Filed under: Account Review, Advertising, BBDO, adage
“DETROIT (AdAge.com) — Mitsubishi Motors North America is readying a review of its U.S. general market creative agency, a spokesperson for the automaker confirmed. BBDO West, Los Angeles, which won the account three years ago, is not going to participate, a spokesman said.” Via AdAge

According to an AdAge article, Mitsubishi Puts $155 Million Account Into Review, Mitsubishi fired the messenger, but I was being witty.  I think that the entire ad campaign for Mitsubishi should surround the amazing Mitsubishi Lancer Evolution, especially when it comes to Rally Sport.

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No Comments » Posted on March 24th, 2008 by Chris Abraham

Filed under: Abraham Harrison LLC, Ad Budgets, Ad Buys, Ad Sales, Advertising, Branding Online, Digital Marketing, Old Marketing, Online Marketing, Online Messaging, Traditional Marketing, adage

Writing in AdAge, Steve Rubel points out some telling statistics regarding the coming relationship between online media properties, ad agencies, and marketers. And it doesn’t look all that good for ad agencies.

What’s happening is that media properties, realizing that their revenue models for their businesses will likely be tied into advertising dollars as opposed to subscriptions have been deciding to develop creative and strategic digital capabilites to help serve their likely base of advertising customers.

Steve got this information from Christopher Vollmer of Booz Allen Hamilton, who made a presentation at IAB’s annual meeting in Phoenix last week. I went to Booz Allen’s site and couldn’t find the study, but Steve lays out some interesting statistics.

More marketers believe they’ll be doing more business with online media properties from a creative standpoint (52%) than they will with agencies (27%). That’s almost 2 to 1! This means that marketers either don’t feel as if they’re being well served by their agencies or that agencies as we know them today will just not be needed as much tomorrow. Or perhaps both of these will ring true. And media properties seem to be thinking the same thing. A full 53% of them expect to be working more with their advertisers by 2010.

If you still have doubts, the study showed that 91% of media companies have some sort of “agency-like” service, including idea creation (88%) and creative development (79%). I know this to be true - because I’ve used them.

My thought is that the end client - the marketers - are often laggards, so to speak, just like many agencies. But when it comes time to choose creative thought, they will just as likely turn to the media property that knows their audience and knows what works, than they will their ad agency that has, for whatever reason, resisted becoming digitally savvy.

No Comments » Posted on March 5th, 2008 by Jonathan Trenn

Filed under: Ad Budgets, Ad Buys, Ad Sales, Advertisements, Advertising, Commercials, Super Bowl, Super Bowl Ads, Super Bowl Commercials, adage

While you’re waiting for Firebrand Monday, you can spend some of your time obsessing about Super Bowl Commercials. Here’s some grist for the mill from Adage, Who’s Buying What in Super Bowl XLII.

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2 Comments » Posted on January 24th, 2008 by Chris Abraham


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