The Day is now.
I have mentioned often that every pre-internet medium still exists in the marketplace today. The internet has not killed newspapers, it has not killed radio and it has not killed television.
But it might be about to kick it in the groin. According to AdAge, TV Upfront could lose $600 million this year, mostly to online. And print revenue has been in steady decline for years. Online, however, is skyrocketing. In New Zealand, the online ad spend is up more than 200% Year on Year at the moment.
According to Claire Atkinson, some clients are entirely opting out of upfront spends. Big clients like Johnson and Johnson. They are taking their chances with scatter. For what it is worth, I think this is a very clever move. Having spent several years on the media selling side of things, when clients opt out of your premium products in favour of running the risk of poor placement, you tend to entice them back by placing their advertisements in the good spots anyway -especially if you have holes to fill. Hats off to J&J. Spend the extra money doing exciting things online.
Again, it is important to remember that no pre-internet mediums have died yet. In fact, the only medium that looks to disappear in the short term is the internet itself. Within ten years time it won't technically exist as a separate category in everybody's head. It will be a utility that is pumped into your house like power or water. You'll get your TV through it, you'll get your radio through it, your movies, your phones, your shopping, your print subscription renewals, your mail and so on. Makes you wonder what 'online advertising' will become then. Will it all just be 'advertising'?
But it might be about to kick it in the groin. According to AdAge, TV Upfront could lose $600 million this year, mostly to online. And print revenue has been in steady decline for years. Online, however, is skyrocketing. In New Zealand, the online ad spend is up more than 200% Year on Year at the moment.
According to Claire Atkinson, some clients are entirely opting out of upfront spends. Big clients like Johnson and Johnson. They are taking their chances with scatter. For what it is worth, I think this is a very clever move. Having spent several years on the media selling side of things, when clients opt out of your premium products in favour of running the risk of poor placement, you tend to entice them back by placing their advertisements in the good spots anyway -especially if you have holes to fill. Hats off to J&J. Spend the extra money doing exciting things online.
Again, it is important to remember that no pre-internet mediums have died yet. In fact, the only medium that looks to disappear in the short term is the internet itself. Within ten years time it won't technically exist as a separate category in everybody's head. It will be a utility that is pumped into your house like power or water. You'll get your TV through it, you'll get your radio through it, your movies, your phones, your shopping, your print subscription renewals, your mail and so on. Makes you wonder what 'online advertising' will become then. Will it all just be 'advertising'?
posted by Gordon White at 9:57 am
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