Digital advertising and marketing go through phases. Remember SMS marketing? For any younger readers, yes that was actually a thing! And yes it still exists in certain forms, but what started out as quite a potent marketing tool was abused and eventually became an irritant. Who abused it? Marketers – that’s people like you and I.
We all know that content is king. We’ve heard it many times over. The fact that this phrase is overused doesn’t make it less valid. But in a sea of noise and oodles of poor video content, increasing emphasis is now correctly being placed on content relevance. So let’s not ‘dethrone’ content just yet – but just like the rest of us, content has a boss.
Over the past few years, hundreds of articles and conference discussions have been dedicated to this topic. Even after this year’s Cannes Lions, many more pages are being added to the discussion thread. It’s time to move on.
For me it was the difference between catching the bus and being late for work this morning! How about $4.5 million dollars, what would you buy with that? Your dream house, a sports car (or two), a private island – or how about a 30 second Super Bowl commercial?
In the traditional media planning world, when a brand and agency work together to create a media schedule, they focus on considerations such as their selection of specific TV networks, radio stations, print publications and websites. Target audience, reach and frequency are major drivers here, but so too is content. At best they get a specific understanding of the context of where their creative will appear e.g. slots around or during specific TV shows, and at worst for the likes of TV “direct-response” campaigns they get a solid understanding of the specific TV networks where their ads will run, with full knowledge of the genres of content and programming.
At the recent Advertising Week in New York, there was a panel discussion titled, “Advertising’s Gold Rush: Online Video”
It’s easy to argue for the existence of such a panel. Most people working in the industry have seen the eye-popping figures – according to eMarketer, digital video ad spend will increase 41.9% this year, reaching $5.96 billion and $12.71 billion by 2018. Reading those figures, who wouldn’t think to themselves, “There’s gold in them hills”.