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End of Advertising (or not)?

Are the new school shouting too loudly about the impending demise of advertising? Tom Vanlerberghe suggests the future lies in inventing more creative ways of using classic advertising rather than ditching the concept of advertising altogether. (Source Who’s Reading Anyway?)

Trust
CMOs rated excellent service followed by trusting relationships as their two key priorities. But, how does advertising build trusting relationships? One study found only 17% of consumers trusted advertisers. (Source Emarketer)

Advertising won’t help
…if you are boring. Seth Godin reminds us that investing huge sums in advertising won’t save a product or company that produces predictable products. You can’t buy attention anymore. (Source Seth’s Blog)

Viewer Created Advertising
Unilever looks to customers to make their Axe ads relevant with the promise of a $60,000 reward. Current TV has run similar campaigns before for Nissan, T-Mobile and Wachovia as well viewer created ads critical of brands such as Axe and Dove. (Source Brandweek)

Mobile Marketing
Mobile marketing will “jump” 26% in 2009 according to the MMA. Total spend will grow to $2.16 billion by 2010. Local search will account for more than half of mobile advertising. (Source Marketing Charts)

IPhones
iPhone owners had higher recall rates for mobile advertising than non-owners. Sources state this is the required “kick” for the advertising industry (or is it really because iPhone owner profiles are more responsive to new advertising formats?) (Source Emarketer)

Ad Agencies
Are Pay-What-You-Want Ad agencies the answer? Agency Nil think so – offering clients the option to pay what they think their branding work is worth.  “For quality’s sake. For the client’s sake. “ says founder Leber. Critics say such models will devalue agency work. (Source Springwise)

Also check out our mobileYouth report on advertising

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