If you work in advertising…GET OUT NOW!
Posted on 19. Sep, 2005 by Cassandra in Advertising
…and South African ad-god Reg Lascaris agrees with us.
The days of making a small funny movie and then spending millions on flighting the thing to hopefully get you selected target market to notice your ad and buy your product…are coming to an end.
Some US pundits have already given Doomsday a date — 2010. That’s
when, they say, the jingles will stop, network TV will crash in flames
and chaos will ensue.
To think that it costs nearly R60 000 to flight one 30 second ad during 7de Laan…for what?
To allow those people to ignore your message while pouring themselves another brandy and coke?
The world just got a whole lot more complicated in the last couple of years. A redesign of how we do business is coming.
Highlights of the Sunday Times article by Reg Lascaris after the jump.
Advertising as we know it is rapidly going under.
IT’S going to be tough, writing my own industry’s obituary. But I’m preparing myself for it.
Advertising based on general awareness across a mass market and driven by classic media is in crisis.
Some US pundits have already given Doomsday a date — 2010. That’s
when, they say, the jingles will stop, network TV will crash in flames
and chaos will ensue.
Death is nature’s way of telling you it’s time for a change. In
royal circles it leads to succession rather than termination. I foresee
something similar for marketing communication. Advertising is dead,
long live advertising!
Our young people have a voracious appetite for media, technology
and gadgetry. Global techno trends will not pass us by. Media
proliferation and advertising avoidance will hit us hard — and fast.
When advertising is the enemy, advertising has a problem.
Advertising works best when it’s loved, or at least welcomed. For that
to happen, you need a relationship.
This increasingly means use of the Internet to enter a consumer’s private space.
Various sources suggest growth in Internet ad-spend of 20% or 25%
this year. The base is extremely low, a pittance, but studies show that
the sales effectiveness of money spent on advertising on the Internet
significantly outstrips that spent on traditional formats.
Expect more time and money to be invested in great, highly
persuasive websites that build relationships while building brand
equity and sales.
One Response to “If you work in advertising…GET OUT NOW!”
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Shaun
19. Sep, 2005
And also product placements in TV shows, movies etc etc. Some of the UK broadcasters are already sending signals of the end of adverts – perhaps as soon as the next year or two – I wonder how much Sky+ and TIVO etc PVRs have caused this to happen as they allow you to fast forward adverts easily (assuming you have prerecorded the show).