JOMC 172 Advertising Media You cannot overstate the importance of media to the advertising industry. Until it runs in the media, it is not advertising. Follow the money. Changing role: 1960s vs. today. Making creative more effective. What do the experts say?
“It will be more challenging to work in advertising in new media…it’s a ‘sky’s the limit’ type of thing. And advertisers have to know all the possibilities.”
Jayne Spitler, Leo Burnett/StarCom
“The creative people and the media people must intertwine their work as much as possible. They have to understand the overall project is part of a targeting process.”
David Martin, CEO/Penta-Com
“In a rapidly changing media world, an understanding of the consumer/media relationship is of fundamental importance to the process.”
Andy Tilley, Zenith Media
“Today’s toughest question is how to find your customers at the most strategic time – that’s why media is the new creative frontier.”
Keith Reinhard, Chmn. DDB
That’s 27% of Target’s measured ad spending in 2004.
The Rise of Hispanic Media
CNN/MONEY August 27, 2005
Americans in 2006 will consume, on average, more than 9.5 hours of media daily and pay $888 in the course of the year for media options ranging from magazine subscriptions to DVDs, according to the forecast of Veronis Suhler Stevenson.
By 2009, marketers will have increased their annual media support by $100 billion from 10 years earlier, according to Veronis Suhler. But this generous ad support won’t stop consumers from spending less time with ad-supported media. Consumer time spent with ad-backed outlets is expected to fall to 54.1% from 63.6% of their total media time.