I ran across a piece from David Pasternack today that makes the following point:
Despite the mythology that big ad agencies are populated exclusively with people who can’t even figure out how to open their email messages, the truth is more complicated. The main reason that more ad dollars aren’t flowing into digital is that digital is too hard to buy. If you wanted to reach a million people 10 years ago, you could execute this buy in less than 10 minutes with one phone call. To reach the same million people today, you’d have to have a team in place, which would have to spend a week planning, constructing and executing such a digital campaign.
I inherently disagree with the simplification model. I don’t see how agencies would want digital to be easier to buy. The easier it is to buy, the easier it is for clients to buy and bypass the agency. He goes on to say:
Every form of “traditional” media, including print, radio, TV and outdoor, has an agency discount associated with it. Agencies make a significant share of their earnings from the spread between wholesale and retail media prices — except with Google and the other search engines. When buying this kind of media, agencies pay retail, even if they’re buying millions of clicks a month. So at the end of the month they’re faced with a truly rotten choice: either present their clients with a very high bill (retail price plus media management fee) or a bill without a markup (which means they’re going out of pocket running the search campaign).
It’s the not 15% model that’s outdated, in my opinion, but the traditional agency model. Or more accurately stated, agencies will begin to move full-circle into the role of buyers of ever-complicated digital campaigns. Access to the minutia, and the resulting tweakability, is the very reason digital advertising offers so much promise. Eliminate the tweakability, and you might as well buy something else.
It’s not up Google to simplify for the agencies, it’s up to the agencies to simplify for the client. And therein lies the value for the next generation of agencies.
Welders at the core (and brilliant welders, at that), the guys at HRI developed a unique protective suit system that allows them to work in up to 1800 degrees. Why? So they can fix problems with equipment in refineries, power plants and other such environments without having to shut the plant down.
A Columbia, MO accounting firm led by Aric Schreiner, boasts a new logo and new web site. In a world of discount accountants and hoity-toity accounting firms, Columbia CPA Group offers a practical and no-nonsense solution with affordable service offered by skilled accountants utilizing the latest technology.
Terry Woodruff, Steve Sweitzer and Blue Note owner Richard King recently formed a production company, Thumper Entertainment, to hold major events in Columbia, including another free blues festival some time later this year if it can raise sufficient funds.
This is a great idea. I applaud Terry, Steve and Richard for taking the risk to develop this festival into an annual traditional that will benefit the area for years to come. Last year’s festival was a phenomal success, even more successful than the planners and sponsors had hoped.
With these three heavy-hitters behind future efforts for this festival along with other major events, Columbia is sure to earn its place on the entertainment map.
If you’re looking for a safe investment with a great return, you’ve found it. At only $185,900 per duplex and rents starting at $750 per side, the Fort Leonard Wood Duplexes are sure to cash flow.
There’s been a lot of talk about The Democratic Debate in South Carolina [transcript] and the advantage John Edwards may have as a result of the spat between Clinton and Obama. Are you kidding? The opposite is true. Continue Reading »
I’m suprised that Wal*Mart has taken this long to realize the importance of differentiation in branding. For years, now, Target has executed a successful campaign based on a very simply brand promise:
This year’s winners will have the chance at gaining a spot in regional and national competitions within the American Advertising Federation.
