Comments on: Google and the death of display advertising http://techprgems.com/2006/08/google-and-the-death-of-display-advertising/ Conversations about PR, social media, technology and marketing -- with a special focus on the social media community in Greater Boston Tue, 07 Feb 2012 22:52:17 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Adam Zand http://techprgems.com/2006/08/google-and-the-death-of-display-advertising/comment-page-1/#comment-448 Adam Zand Thu, 10 Aug 2006 18:09:00 +0000 http://techprgems.com/2006/08/google-and-the-death-of-display-advertising/#comment-448 So here I go again, picking a fight with my favorite blogger as he preaches the demise of display advertising ...<br/><br/>Todd, you ignorant slut! <br/><br/>(Whoops did I just violate our code of posting conduct? It's an old "Saturday Night Live" joke, young ones).<br/><br/>I think you and some very lazy short-term goal marketers are misreading these stats. <br/><br/>Read this one again: <br/>"JupiterResearch says that online ad spending will enjoy robust growth across the board over the next five years, reaching $25.9 billion by 2011, representing nearly 9% of the total U.S. ad market. And during the next five years search spending will see its share of online ad dollars increase from 41% this year to 43% in 2011."<br/><br/>Folks, the number 9 percent isn't just a coincidently bizarre Beatles song - it's a pretty small part of the ad industry. I'm not sure if search spending in 2011 will grow, plateau or fizzle with click fraud or some better contextual commerce model. Our friends at Jupiter are guessing and then publishing and then Todd is blogging it (keep up the great conversation-inducing posts, oh wise one).<br/><br/>More importantly, I'm not buying that consumers make final buying decisions (or even get close to conversion/the negotiation/the close) based on Google searching. OK, it's clearly one of the factors, but I feel it is far outweighed by word-of-mouth (recommendations from a friend or blogger) or even the tried and true mainstream media mention (sorry, I know that's so PR 1.0).<br/><br/>Seriously, I've worked with clients that believe the only realistic ad program worth pursuing is buying key words and Google Adwords. OK, it plays a role, but all brands need a holistic approach and a bit more long-term branding go-to-market strategy. <br/><br/>First step: it would be nice for companies to actually market reliable products/services that solve problems. Then, maybe some cool ad lads/ladies will create some compelling, creative YouTube-worthy ad content to get my attention, interest, desire and action (purchase). <br/><br/>I'm a happy little American consumer if the return I get back from an extravagant or mundane purchase is worth it. That's my scorecard for my personal ROI on the crap I buy. So here I go again, picking a fight with my favorite blogger as he preaches the demise of display advertising …

Todd, you ignorant slut!

(Whoops did I just violate our code of posting conduct? It’s an old “Saturday Night Live” joke, young ones).

I think you and some very lazy short-term goal marketers are misreading these stats.

Read this one again:
“JupiterResearch says that online ad spending will enjoy robust growth across the board over the next five years, reaching $25.9 billion by 2011, representing nearly 9% of the total U.S. ad market. And during the next five years search spending will see its share of online ad dollars increase from 41% this year to 43% in 2011.”

Folks, the number 9 percent isn’t just a coincidently bizarre Beatles song – it’s a pretty small part of the ad industry. I’m not sure if search spending in 2011 will grow, plateau or fizzle with click fraud or some better contextual commerce model. Our friends at Jupiter are guessing and then publishing and then Todd is blogging it (keep up the great conversation-inducing posts, oh wise one).

More importantly, I’m not buying that consumers make final buying decisions (or even get close to conversion/the negotiation/the close) based on Google searching. OK, it’s clearly one of the factors, but I feel it is far outweighed by word-of-mouth (recommendations from a friend or blogger) or even the tried and true mainstream media mention (sorry, I know that’s so PR 1.0).

Seriously, I’ve worked with clients that believe the only realistic ad program worth pursuing is buying key words and Google Adwords. OK, it plays a role, but all brands need a holistic approach and a bit more long-term branding go-to-market strategy.

First step: it would be nice for companies to actually market reliable products/services that solve problems. Then, maybe some cool ad lads/ladies will create some compelling, creative YouTube-worthy ad content to get my attention, interest, desire and action (purchase).

I’m a happy little American consumer if the return I get back from an extravagant or mundane purchase is worth it. That’s my scorecard for my personal ROI on the crap I buy.

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