*Client-Agency Mismatches: It's no secret that not all client-agency relationships are matches made in heaven, but how do you know if you are steps away from choosing the wrong
shop? Applegate Media Group's Susan Applegate offers these caveats:
1. Size Matters: If your account value to an agency represents less than 30 percent of their current total billing, they are probably too large of any agency for you. Warning
signs your agency might be too big for your budget: The agency says, "I'm really busy right now." Or, meetings are regularly cancelled and rescheduled.
2. Personnel Matters: Be sure to ask if the individuals in the review will be involved in the day-to-day operations of your account, and if not, who will be? Be sure to meet
those who will be directly involved with handling your account, because again, no matter how large an agency is, your budget will dictate the account team -- that's who you want
to meet because that is really who you're hiring.
3. No Alma Maters: Don't select an agency because the account executive is your old drinking buddy from college. While personal relationships are indeed important, this is an
important decision for an organization and should be based on sound principles of ROI and achieving measurable objectives. Make sure they have the necessary tools, staff,
expertise and a measurable way to go about the process.
4. Be Black & White: Marketing and media are designed to sell and increase market share, and somehow, both are lost. Don't ask for catchy slogans and beautiful creative,
ask how campaigns helped to increase market share by x percent, or to grow new leads by 50% from benchmark. Good creative is important, but ultimately how that is used and
properly placed within a strong marketing mix is going to make the difference between selling more and a "failed campaign."
Source: iMediaConnection.com
*What's the Holdup? According to a recent report from eMarketer, local online advertising has been a relatively slow-growing market segment. The firm estimates that online
advertisers will spend $2.9 billion locally this year, compared to $18.8 billion nationally. Why is this segment falling short of it's potential? It seems most small businesses
simply don't have the time or awareness to effectively advertise online. However, eMarketer predicts an acceleration in growth, with several factors playing a role:
-
Newspapers team with portals: Companies like Yahoo and Google already have relationships with networks of hundreds of newspapers, who are increasingly ready to make
such partnerships. Portals get local content and the paper's audiences, and the papers get their powerful ad-serving capabilities.
-
Search: Local businesses are moving dollars into search marketing, consistent with research that shows internet users search online for local vendors. Also, due to the
familiarity of search for consumers, paid search has become the online equivalent of print yellow pages.
-
Appeal of online video: Companies like Spotrunner, Spotzer, Turnhere and VideoAdFactory are making it easier and cheaper for small businesses to make and deliver video
commercials.
Source: iMediaConnection.com
*Video Format Faceoff: The Internet thrives around video, an excellent tool for advertisers. But which format is the best for your video?
According to Bradley Werner, marketing director for The Fifth Network, it may be a combination. Flash, the definitive leader in the video space currently, is the format of
choice for UGC publishers. It works with Macs and PCs, and can produce fairly good quality at high speeds. Windows Media, however, have recently introduced WMV HD and Silverlight,
a direct competitor for flash. WMV can be ideal for long-form, full screen high-quality viewing, but isn't available to Macs. Both Flash and Silverlight are appealing because they
offer advertisers ways to go beyond pre-roll for in-video ads that allow for user interaction, aren't as intrusive, and allow measurability.
So, who wins? Well, Flash is the top dog right now, and has a seven-year head start on Silverlight. WMV, though, remains the champ for the concerned videophile. All formats
have their pros and cons. Says Werner, however, the real winners will be the video distributors who build platforms compatible with both Flash and Silverlight's codes, in addition
to their respective ad formats.