The Death of the Ad Executive
I've been hearing this word a lot ever since the Internet: democratization. Be it democratization (it's a mouthful...must shorten) of marketing, democing of sales management, democing of writing and publishing, democing of movie-making, democing of music, democing of software development and sales, democing of commodity sales, democing of purchasing, democing of having romantic affairs, democing of finding desi grooms and brides, democing of analysis, democing of real estate stuff, democing of living second lives and it goes on. Damn. The dam has burst the contours that previously protected large companies and/or individuals with great resources or talents - today, anyone who can go online and with mediocre talents can go all the way. But we already know all this. What got me going with this article is in fact the democing of advertising.
My wife works for a behemoth (with 300+ products) that spends more on advertising and marketing than on making its products (tsk, tsk). We excitedly watchout for ads that she worked on to go live on TV. These ads have mega budgets and take many months to take shape. Some ads are cool and some not (and such times make TV watching porcupinish - "Is it really not good?"...I respond, "um...it's alright"..."Why isn't it good?"..."Oh it's good...just that her face looks too powdered"..."Really? Oh!"..."No, actually, it's pretty good...I'm tired now and may be my assessment is skewed"...and so it goes and I feel like thwacking the heads of those ad people). But all this is going to change - more or less. Check out Spotrunner - that's clearly touched new ground with its service - perfect for small/ local businesses - something that'll stick a rod into the smooth wheels of big company advertising. Spotrunner is simple! It takes less than a minute to sign-up (seems mandatory in the new web) but you don't need to unless you want to create a campaign. You can browse through the hundreds of ready-made 30-second ads for various industries, pick the one you want (most are for $500 and are smart) and they'll customize it for you in 2 days, then you pick the zip-codes and TV shows where you want your ad to run and you launch (a popular one will cost you around $30,000)! Even if you don't launch on TV, you can always use the online ad (and you will - $410M was spent on online video ads last year and is the fastest growing ad category). Simple. Brilliant.
My wife works for a behemoth (with 300+ products) that spends more on advertising and marketing than on making its products (tsk, tsk). We excitedly watchout for ads that she worked on to go live on TV. These ads have mega budgets and take many months to take shape. Some ads are cool and some not (and such times make TV watching porcupinish - "Is it really not good?"...I respond, "um...it's alright"..."Why isn't it good?"..."Oh it's good...just that her face looks too powdered"..."Really? Oh!"..."No, actually, it's pretty good...I'm tired now and may be my assessment is skewed"...and so it goes and I feel like thwacking the heads of those ad people). But all this is going to change - more or less. Check out Spotrunner - that's clearly touched new ground with its service - perfect for small/ local businesses - something that'll stick a rod into the smooth wheels of big company advertising. Spotrunner is simple! It takes less than a minute to sign-up (seems mandatory in the new web) but you don't need to unless you want to create a campaign. You can browse through the hundreds of ready-made 30-second ads for various industries, pick the one you want (most are for $500 and are smart) and they'll customize it for you in 2 days, then you pick the zip-codes and TV shows where you want your ad to run and you launch (a popular one will cost you around $30,000)! Even if you don't launch on TV, you can always use the online ad (and you will - $410M was spent on online video ads last year and is the fastest growing ad category). Simple. Brilliant.
posted by pravs at 1:46 AM
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