Sometime back in the early 60’s, David Ogilvy or someone similar (…but it usually was David Ogilvy…He was the Messiah!) said that a TV spot needed to be seen at least three times by someone for it to have impact. The first viewing was gained the consumer’s attention, the second viewing helped seat the message in the consumer’s mind, and the third viewing cemented the consumer’s familiarity with the message.
2016 planning season is upon us, and with the vast majority of media planning content these days devoted to digital media, including mobile and social, you might get the impression that traditional media is no longer useful.
I have spoken with many retailers and most have the same initial concerns about how to judge mobile marketing ROI and effectiveness. As a result, many retailers that could benefit greatly from this medium are instead doing very little, apart from using the medium more in a traditional fashion such as video branding ads and ads on apps.
Probably more times than you can remember in your work life, you have heard or made one of the following statements (often one right after the other):
In this past year as I have made a major career transition, the most important asset to my career is the ability to be seen as an innovator, an idea generator, or a “young thinker,” I’ve come to learn that doing this isn’t as easy as it would seem to be. I’ve learned that changes in my outlook on my life and career make it much easier.
Programmatic media has taken a stronghold as a media buying strategy because unlike network behavioral and predictive targeting, programmatic is actually bought on a per impression basis than a per thousand basis. Although the budgeting is still CPM-based, parameters are based on individual users fitting a target description.
As marketing and media planning has evolved in the past decade toward building relationships, creating content, social media marketing, etc. there has been constant talk about the end of the :30 TV spot. However, while I have strongly embraced new media concepts, I disagree that the :30 is dead.