Change isn’t easy. Which is why brands that are proficient at responding to the ever-changing marketplace do the best. These are the high fliers. The CMOs that think ahead of the curve. They make news. Introduce products based on what evangelists want most. Involve fans in important product decisions. And do their best to make it all relatively transparent.
Monthly Archive: November 2012
Harnessing this information is called real-time bidding. The amazing thing is that it happens instantly when you visit a particular web page. Electronic bidding systems are selling ad space there at the moment you arrive. Bidding occurs in microseconds – and this determines whether you may see an ad for a pair of running shoes or a vacation in Mexico.
It’s all built upon a staggering level of big data, and there are dozens of new companies moving into this space to provide instant access, and to make sense of this ocean of data to advertisers.
In the first six months of 2012, the figure for all U.S. print & newspaper advertising was just over $20 billion. Google for that same period? Just over $20 billion. To put it simply: This is a company founded 14 years ago that now takes in more advertising dollars than an entire media category that’s been around for more than a century.
Cultural relevance is, by definition, a moving target. Times change. Styles change. Technology changes. Fashion changes. Kids don’t want to associate with the same brands their parents use. There’s a fascinating recent article in the New York Times about whether or not movies can ‘escape cultural irrelevance’.