Digital

More money spent advertising online

Than in national newspapers by the end of the year. That's the prediction based on the current figures for the amount of money being spent in online advertising as reported by Brand Republic. Check out the full article here. One quote though that I will add here is

The UK is the first market where internet advertising [spend] has moved into double digits

The only sectors of advertising that are growing are the ones that are focused on building relationships with consumers - Direct Marketing and Digital.

TV ad spend is decreasing, possibly because consumers are becoming more demanding - they want the interactivity, personalisation and individuality the intertnet offers in everything. Where they don't find it, they switch off.

Maybe. It's just an idea. Check out the following links to find out some more if you are interested:

Internet Advertising Bureau (IAB)

Enclick and the rise of viral marketing vs TV

As always, am very interested in your ideas and comments.

Ipsh!

Ipsh are a damn cool mobile marketing company that have just recently opened up an office here in the UK. The link to their site is on the right.

The reason I mention them is to allow me to tenously link to something I saw on the tube the other day and found hard to believe.

The tube in London is the only place in London where you are guaranteed not to have network for your mobile. Only when after 10 minutes of walking through half lit tunnels you get out into the fresh air again can you start using your phone.

I couldn't believe how many ads in the carriage I was in had response mechanisms that required you to text something to a number to enter a competition, get more information or whatever it was.

Even when presented directly with an option right there and then to win something, I know I sometimes can't be bothered to opt in, so I fail to believe that many people save the number in their phone and text when they finish their journey.

It's a bit like advertising TVs somewhere with no electricity.

Steve

It's not all about TV anymore

So what's digital all about? Basically 'digital' as far I can tell is a catch all term for advertising and marketing that use the internet or mobiles phones. Very basic definition I know.

But the range of possibilities that these two media offer are phenomenally broad and are getting broader every day, as technology develops in both online and mobile sectors.

A journalist called Jeff Jarvis (www.buzzmachine.com) writes here about the re-invention of TV. The two platforms of the TV and the internet are converging. At some point (and when depends on who you read or talk to) they will become one platform. People won't watch the TV and then go and surf the internet, it will all be the same thing.

The potential impact on the marketing and advertising industry is that convergence opens the door for addressable advertising - instead of the boring ads you get in between programmes that are all essentially the same idea (car ads - shiny car being driven by good looking bloke who picks up hot girl, whoosing noises as car goes past the camera and drives off) you will see ads that are directly targeted to you, based on your online behaviour - what you search for, what you look at etc.

That might just persuade people to stop fast forwarding the ads on sky plus.

Cheers

Steve

Everyone wants a bit of digital...

And here is where I will be posting information, interviews and creative work to help you understand what the hell it is about, and links to other interesting places to find out more for yourself.