August 2011 Archives
"Automating Online Ads Could Erode Agency Jobs"
Nancy Shonka Padberg, August 15, 2011
A custom online media sponsorship is not a "one step load up the demos into the computer and spit out impression" formula. No, it takes a person to create the presenting sponsor package, Gold Package, Silver Package and so on. Not a computer. A great example for a Boomer-focused sponsorship is for the Baby Boomer musical, "BoomerMania the Musical." The musical is a trip down nostalgia lane taking place in the '50s, '60s and '70s.
Marketers who are reviewing a movie, musical, play, concert or sponsorship with their online media should consider the following elements:
Generally it takes five to seven impressions for brand engagement. Not only should the online and offline elements be aligned to the target audience, the creative should be consistent. Note, the new rising-star ad sizes from IAB this fall will create more options for impactful online creative, lending itself to higher conversions. Combining digital online and offline sponsor elements are powerful for increasing engagement and ultimately revenue.
Navigate Boomer Media, Largest Online Boomer Media Source
More than a third of new online ad spending this year will come from the two Industries
The US online ad market is on a sharp trajectory this year, eMarketer estimates, with spending set to increase 20.2% to $31.3 billion. And based on an updated industry breakdown, retail and consumer packaged goods (CPG) will account for the largest shares of new spending.