This is excellent and something that’s hard to think about in yourself. If you’re over say… 37 years old and have been doing this over 11 years, it’s pretty much spot on and we all need to think about these points when speaking to the digital world now days
We may call ourselves user experience designers, but we are web designers at heart. It is time to take off our website blinkers.
Fascinating take on the role of agencies moving forward. I am afraid most agencies are not going to be prepared for this type of transition as they’ve been struggling to even be “digitally integrated”.
A rumor is going around marketing these days that says the agency is dead. Well, while that’s certainly not the whole story, there is some truth to it.
Source: Role Of Agencies Shifting From Tactical Execution To Strategy
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A showcase of marketing campaigns that blend creative genius with digital innovation. See cool stuff. Learn how it was done. Vote on your favorites.
What You Can Expect for Adland in 2012 | News – Advertising Age.
Four major trends to watch for in digital media in the year ahead
The engine of digital media — online display advertising — is firing on all cylinders. After several lean years, it was up 22% in third-quarter 2011. So if the good times are back, why are sellers of traditional digital media — including portals, publishers and ad networks — struggling? Two big reasons: Facebook; and real-time bidding technology that lets agencies and brands buy audience across the web.
The reality is that growth in digital-ad spending isn’t happening in display, and that’s hurting everyone — from the traditional powers of digital media to the online arms of media companies. Brands don’t want banners; they want deeper engagement through social media. With that in mind, we see four big trends in digital media for 2012:
1) Battle for “premium.” The question of who owns Yahoo should be resolved soon, but more important is whether Yahoo (with Microsoft and AOL) can create a so-called premium ad category by gating off inventory in private exchanges. If the approach works, expect a flurry of alliances between publishers to create scale for advertisers this way.
2) Accelerated consolidation. The battle to own the pipes for digital advertising is on, and Google is in the pole position. Expect Google to complete another sizable deal to fill out its product offering. Microsoft, which has spent the last three years obsessed with search, will also get back into deal-making by buying AppNexus for its exchange and real-time buying capabilities. Adobe will also play in this space, as will MediaOcean and perhaps a scaled data player, like Axciom.
3) Companies over features. Advertisers and agencies cannot do business with hundreds of different startups. This year a bright line will be drawn between those that can solve sticky marketing problems and those with features that might address part of the problem. Some will fire their sales teams and integrate into ad platforms like Google, AppNexus and others. Some — those with the least traction — will just quietly go away.
4) Muddled economics. More money will flow into startups chasing ad dollars, with ubiquitous “funds” adding to the venture-capital froth. Newly public and highly capitalized Facebook, Glam Media and Zynga will have the firepower to work with large brands, making competition even tougher for traditional publishers.
These reports offer insight to what demographics are using mobile and digital media, and how they are using it.
comScore 2010 US Digital Year In Review
comScore 2010 US Mobile Year In Review
5 Ways the Advertising Industry Is Preparing for a Digital Future.
Last week, the world’s top brands and agencies descended on the Cannes Lions festival to discuss creativity in modern advertising and to anoint the campaigns that most effectively captured our imaginations. While the conference was renamed this year to the “International Festival of Creativity” (previously the “International Advertising Festival”), it featured an unprecedented amount of participation from blockbuster technology companies such as Google, Facebook and Microsoft.
Over the course of the week, the significant relationship between the powerful new forces in technology and the creative output from the advertising industry became quite clear. As the web increasingly empowers us to choose and share the media we care about, brands genuinely commit to creating content and experiences that thrive in our on-demand culture.
Here are five key themes from the conference that point to major changes in the world of advertising.
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