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Better is Better
November 28, 2011 | 10:58am
Originally appearing November 28, 2011 in MediaPost
When CapCities acquired ABC back in the 1980s, CapCities’ CEO was asked about the new organization being bigger and better. As the story goes, the CEO’s reply was a classic. “Bigger isn’t better,” he said. “Better is better.”
I’m especially mindful of that story as I see a rush to digital and watch a wave of consolidation in the media-buying software industry. The media-buying industry is rapidly evolving, and yet many agency systems providers are still struggling to keep legacy reporting systems up to date.
Even as many media buyers rush to incorporate digital demands into campaigns, their systems often fall short of providing solid core offerings that can organize and manage the entire advertising roster, including traditional. This raises another concern: How can advertising be aligned with the times, if it is supported by old systems?
Put another way, I see many system providers taking a Band-Aid approach. They want to say they offer digital and claim to understand the new media world, but struggle to find a place for digital in their legacy systems.
Using Excel? Really?
Some agencies have even abandoned systems and moved to Excel. Let’s be honest, Excel isn’t a digital system. There is no reporting, no security and no reliability. Because of this, account executives are incorrectly billing clients and organizing digital purchases because many are still utilizing programs (like Excel) for their buys…
2011 Advertising Outlook (Podcast)
January 04, 2011 | 11:22am
STRATA CEO and President, John Shelton, was recently interviewed for Street.com podcast – The Real Story by Gregg Greenberg. From a STRATA perspective, John provided the 2011 advertising outlook and predicted leading trends for the media industry. To listen to the entire interview, follow this link. (John’s segment starts around the 5-minute mark)
TV Advertising Still Rules in 2011
December 31, 2010 | 12:35pm
(This was originally published in iMedia Connection on December 30th)
TV has historically been the favored medium for advertisers. But as we know well from the last several years, as profits wane, so does advertising. This has been especially true in terms of the struggling automakers. Historically the top TV advertiser, automakers, failed to make an impact in recent years, and were “out bought” by consumer electronics companies and other related firms. Overall, this has lead to a decline in TV ad revenue and a blow to the networks, both traditional broadcast and cable.
Can Mobile Advertising Be Favored by Consumers?
September 15, 2010 | 4:45pm
From time to time we get the opportunity to provide commentary for various publications. This one that was recently published in iMediaConnection: (you can also see the article at http://blogs.imediaconnection.com/blog/2010/09/15/can-mobile-advertising-be-favored-by-consumers/ )
Can Mobile Advertising Be Favored by Consumers? That is a question heavily debated by both advertisers and consumers in the short history of mobile advertising. Consumers have always had a love/hate relationship with advertising; they get frustrated when it interrupts their favorite shows, yet applaud when it fulfills their needs. What reaction can consumers and advertisers expect from mobile advertisements: frustration or applause?
Consumer concerns over mobile advertising can be divided into two areas: advertisement overload and privacy. Both are incredibly important to consumers and each concern can provide a cautionary guideline for advertisers. The new iAd platform by Apple will allow advertisers to directly engage consumers on the iPhone, iPod Touch and iPad through “in-application” advertising. While there are a couple of different mobile advertising strategies in place (i.e. opt-in options for costly applications to be free), the most promising for both consumers and advertisers is location-based advertisements and behavioral targeting. Unfortunately, this targeted advertising is one of the main criticisms levied against mobile advertising.
What is going on in the media buying/selling industries?
July 23, 2009 | 9:35pm
What is going on in the media buying/selling industries? What is the future of Advanced Advertising? How has television advertising changed and what will it look like tomorrow? How has STRATA pushed e-Business forward in our industry and what does that mean for you and your company?
STRATA President/CEO John R. Shelton has his opinions. Click on STRATA’s Blog regularly to find out the answers to these and other items in the news today!
