Feb
13
Don’t Stop Innovating
Filed Under Advertising, Digital Signage, digital ooh
A few of my guys were at the ANA (Association of National Advertisers) show in New York yesterday. I, unfortunately, had to miss it but I heard it was a great show with some good discussions.
From the sounds of it, the message was the same as the ANA show in the fall in Florida
Don’t Stop Innovating!
There’s a good article on Ad Age that is in line with many of my posts so far this year. It’s interesting to hear it re-iterated because some of the agencies back in the fall shrugged and said they were going to stick with the old stand-bys of TV and Print + Internet. Since that time, the message has obviously come down from on high because many of my friends in traditional ad sales aren’t even getting calls back from agencies who are normally all over them. An acceleration of dollars into “emerging” media – especially anything digital – seems to be underway.
As Mark Kaline said it:
“Media costs are higher, budgets are shrinking, but the bigger issue is: How do we keep respect for those innovation budgets? Advertisers are looking closely at their data, asking, ‘What are the levers I can pull in a very tough market?’ There are things we need to look at closely. And you don’t want to stop testing and innovating. You want to stay ahead of that learning curve.”
The article focuses mainly on TV but as one analyst put it:
Sphere: Related Content“Advertisers are going to have a harder time justifying the pricing for the bottom rung of broadcast TV,”
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[...] campaign to market locally in the Canadian market. It takes a lot to innovate in tough years and we need more folks like Danone and MPG Canada around to foster great results for our clients over a sustained [...]