While AgencySpy has been more than glad to provide our POV on the ins and outs of the ad world over the years, we figured that every once in a while it’s good to leave the insight to the professionals. As promised, we will be slowly rolling out more op-eds from agency folks as the weeks and months progress. Here is the first of what we hope are many, from Brian Tolleson (pictured), founder/creative director at Atlanta-based shop Bark Bark, which has done work for clients including Bank of America and Home Depot. Here, Tolleson discusses the state of general market advertising, brand integration, the need for contextually relevant ads and more.
A familiar cry used to be that the :30 spot was dead. But we only got it half-right: in fact, the :30 is alive and well, still successfully delivering on just about every media platform, it’s the general advertising market that’s given up the ghost.
Shockingly, we’re seeing a large number of advertising campaigns airing in the general marketplace (the three major networks), that don’t connect to what people are watching. It’s pretty tragic that many advertisers still imagine that creative can be generic across different channels, when programmers have, for the last decade, painted bulls-eyes on their uber-targeted audiences. Why haven’t people realized the opportunity to create messaging content that is as specific as the programming or content surrounding it? Well, some folks have.
Here’s what we know: media itself is splintering so much that people are not just engaging on 3 broadcast networks or even 100 cable channels. In fact there are more than 500 cable channels plus all of the broadband channels and program content. For advertisers, this means the more the media splinters, the more that marketers must refine and define the target.
(Read on after the jump)