In an increasingly complex media environment, everyone begins to return to the original point-what is the source of the spread? How do you do it well?
March 26, "Advertising Age" of the name of the Observer Bobgarfield wrote "Chaos Century 2.0." In the myriad media environments in which new technologies have emerged, the nature of communication has not changed, but the channels have become colourful: the generation of MTV turned music from sound to video, and the young generation with high speed splicing and video sounds that stimulated attention for a brief period of time; The YouTube generation is dominated by its own production of audio-visual content. and advertising marketing no longer 30 seconds as a unit, to consumers, but do not disturb them, which is very popular in recent years licensing marketing (based on user-approved email marketing) The reason for the big heat.
The company moved 250 million dollars in marketing fees to the online media, and GM also turned to 600 million dollars for use on the Internet. More than half of advertisers are dissatisfied with the ability of creative and media advertising companies to keep pace with the new media environment, according to Forrester Research.
All traditional TV stations are facing a drop in ratings. The CEO of America's largest CBS television group said happily that the four-nation television network's CPM (thousands of people cost) all rose. To look back on China, the cost of thousands of people or the costs of receiving and viewing is even more alarming. But does this mean more efficient? or on behalf of advertisers need to consider more effective and low-cost methods?
Time Warner's COO face the situation: DVR (nearly half of the families in the United States are recording their programs digitally) and then watch the impact of their own time (because watching the first is skipped advertising-the ads will fail, one is fast forward skip advertising or plot), but is the 30-second ad cut into 3 seconds ads, Advertising messages will still be seen.
Oh, my God, is it too optimistic? But he is right, 30 seconds is useless, 3 seconds of information space is today's challenge.
The first element of media chaos is the mass media, which is a lot of media.
The second element is the creation of the Internet, which has an impact on the public in a very short time. How big is the impact? The question now is – despite being the top 100 advertisers, how much of the budget will they move to the Internet? In addition, the Internet has not yet reached the high coverage capacity of traditional media, and whether the new media will be more satisfied with the needs of the audience content? Specifically, the advent of cable TV has increased the number of 10-digit channels, digital TV can increase the original 100 times times, and the internet is basically endless supply, which will attract a lot of scale of attention? Realistically, television is the overall coverage that no other media can achieve. According to emarketer estimates, video ads on the internet will benefit to 775 million U.S. dollars, but television advertising will still have 65 billion dollars, even if the more expensive CPM.
"What we need to do in marketing is a ' mindset change '-how we relate to today's consumers, ' telling stories to trigger sales ' into relationships with consumers," says the director of global marketing. This means that businesses do not necessarily have to do marketing through media advertising.
EURORSGC's global CEO has a view on the impact of the shrinking audience in the mass media on advertising agencies: While the screen is becoming more fragmented and attention is getting shorter, the value of the advertising company becomes a short mode of development and creation that is entertaining and is being put into the audience. It seems that the key phrase now is not "advertising" but "content".
Some people say that the traditional media is dead, in fact, in our lifetime, we do not meet the beginning of the end of traditional media, we will witness the middle of the end of the traditional media process. This does not necessarily mean that the media itself is challenged, or that the business model of traditional media is facing change. For example, many sites are now free, and 1.65 billion of dollars of YouTube is a free sharing platform, but there is still no clear profit model.
In fact, many traditional advertising models due to the advent of the Internet has also changed the function. For example, in print advertising, now the main function is to quickly reach, direct readers to the site to experience a more enhanced brand experience. In other words, before the plane is to provide information, and now become a "sign" function, and the Web site can provide a multimedia experience has already exceeded the level of the load of information.
But a lot of TV commercials just as a way to guide consumers to the corresponding site is not new, such as Nike and Apple in collaboration with the Nikeplus case, with the ipod as a check for the speed of the equipment installed on Nike shoes, and using the site as a information, interactive community and sales channels, This model and the traditional concept of the use of television to brand building ideas are very different, in this media chaos at the beginning of the day, at least five major factors in the online world to transform traditional advertising:
Consumers no longer like advertising
Last year Forrester's survey showed that 63% of respondents thought there was too much advertising and 47% felt that advertising undermined the fun of reading or watching. Consumers with DVDs have 50% to 70% skip ads.
Second, but consumers want information
So "search" is so prevalent that Google has become the largest media company. This can also be used to explain why community networks are so popular-everyone is "looking for" credible information.
Third, the consumer has "the control right"
Forrester added: "48% of consumers believe they have the right to decide whether to accept ads or not, and the point is that they have control." Therefore, the autonomous content (user-generated-content) of the speeding development of the full expression of consumer-controlled content energy.
The generalized influence of advertising budget
Advertisers not only put the traditional advertising budget more to the new media, and because of the online attempt to bring a lot of data, which requires the overall information technology, the coordination of additional hardware and software needs to be improved reasonably.
Five, the virtuous cycle is more important
The willingness of consumers to pay to see what they want to see is higher than advertisers ' willingness to pay for a poll. Adamsmediaresearch points out that, for visual content (videocontent), paid streaming media or downloads will soon exceed the advertising revenue of the same site. Content is increasingly becoming less dependent on advertising.
(starting at the end of April 2007 "China Business Newspaper")