Comments on: F**k paid media.

By: Anup

Anup — Fri, 08 May 2009 12:24:13 +0000

I agreed with Marta on:
- Social media is cheaper as against the Traditional advertising.
- Viral marketing has wider reach .
But the probable reason for why one is ready spent $ 5M could be:
- Higher Brand Recall value as the audience is more attentive during the sports events.
- Lower Noise Factor ( when team supported by target viewer is in wining condition, it can also goes otherwise)
- During this time(sports events) creative advertise can create more buzz (or WOM) as against Normal days
(e.g. Vodafone creative advt. zoozoo which is currently aired in India has created more impact during ongoing IPL events)

By: Simon T Small

Simon T Small — Fri, 10 Apr 2009 02:23:24 +0000

I agree! BRING IT ON!

By: mzkagan

mzkagan — Thu, 09 Apr 2009 17:48:28 +0000

Ah, how I love a good debate! Thanks for sharing your views, stirring the pot, and weighing in on what I suspect will continue to be a thorny subject for many in our industry.

And just to stir the pot a little more… I think part of the reason the earned-approach work we’ve seen so far has been so “hit or miss” is b/c most of the folks creating that content are approaching it with the Old Model mindset wherein the media buy = 95% of the budget and effectively PAYS for a lack of creativity, inventiveness, etc. I heard this very belief voiced by Unilever’s CMO, Simon Clift, at the AdAge Digital conference yesterday: “Sometimes large budgets can make us lazy .When u have little money to spend on media, you’re forced to be more creative.”

Bring it on, I say!

By: tbuesing

tbuesing — Thu, 09 Apr 2009 08:11:31 +0000

While i am also an advocate of producing “earned” media you have in my opinion neglected the exposure (or earned media) all good SuperBowl spots get for weeks after they have aired. I am sure that would raise their part of the value in your calculation.

By: Simon T Small

Simon T Small — Tue, 07 Apr 2009 23:25:19 +0000

FYI I’m a digital strategist, working with big national brands.

And this kind of sensationalist talk just degrades your credibilty. Paid media does work and works well with lots of non-paid media. It’s not one vs the other.

In regards to your calculation, the only missing multiplier is the number of times you’d need to have to create that content before you got that kind of reach. I haven’t seen mny agencies or brands do it consistently over time. It’s so hit and miss. The tv version of why your talking about would be like a brand creating a tv show, music video or some such thing.

So the more we ‘digital’ marketers have sensationalist rants the greater the diode will be between digital and dollars.

By: JBagley

JBagley — Tue, 07 Apr 2009 20:21:51 +0000

I totally agree! So many corporates are scared to use Social Media and online campaigns, but will still invest millions in TV, print and radio when there clearly can’t measure the effect of them properly.

They rather spend a measly 5% of their advertising budget on online / mobile when the ROI and interaction far outweigh anything they have ever put up on traditional media channels.