Share ideas that inspire. FALLON PLANNERS (and co-conspirators) are freely invited to post trends, commentary, obscure ephemera and insightful rants regarding the experience of branding.

Wednesday, February 08, 2006

Industry: Ad Agency Deathwatch: DIY Advertising


DIY Advertising Agencies

"Half of my advertising is wasted...the trouble is, I don't know which half."
- John Wanamaker (1838-1922), retailer, Philadelphia

The days (and fortunes) grow shorter for the traditional ad agency as nimble upstarts leverage technology advances to subvert our long-held business models. Below are some examples that traffic in client self-sufficiency.



http://www.spotrunner.com
Allows companies to create television ad campaigns over the Internet for as little as $500 and as quickly as within one week. Spot Runner lets advertisers select a generic commercial from its library, personalize the ads and target customers by demographics, networks and neighborhoods. Advertisers can buy air time on major networks, including local broadcast and cable channels like CNN and ESPN. The company was formed by Nick Grouf and David Waxman who previously founded Firefly Network and PeoplePC.

Real estate broker network Cendant recently announced it has teamed with Spot Runner. The Cendant ads could spotlight individual agents and individual properties. Traditionally, real estate agents have relied on print, direct mail and online advertising.  



http://www.revver.com/
Revver attaches major brand advertising to amateur videos and gives the creators a cut of the profits. The company is building its inventory of amateur and semi-professional video while waiting for larger companies to become more comfortable with their technology. "We're hoping that the gap between amateur creativity and creativity funded by large, centralized media companies will probably continue to shrink,"says Ian Clarke, the man behind the Freenet file-sharing network. Other partners include Steven Starr, a former Hollywood agent and co-creator of MTV's "The State;" and Oliver Luckett, who recently spearheaded the Norman Lear "Declare Yourself" voter registration campaign.



http://www.motionmall.com/
A revenue-generating advertising service for websites and blogs.




Independent blogs and websites are able to opt-in to Google's+Yahoo's pay-per-click pool of major-name clients who seek just the small-scale (but passionate) micro-audiences that these sites specialize in attracting.



http://www.blogads.com/
Place your ads according to pre-set micro-market blog segments within 3 minutes if you've got a credit card or Paypal account. Then edit your ads, anytime, in 30 seconds to maintain ongoing conversational topicality in the blogosphere.



WPP group's Martin Sorrell has often warned the ad industry about the threat posed by management consultants muscling into the business. Now his fears have come to fruition as one of his biggest clients, Ford Motor Co., has asked Accenture to put a microscope to its upcoming marketing plans.



But it is Google, again, which seems to be making the biggest plays towards becoming the mechanism advertisers use to place ads across virtually all media.

In January they announced the acquisition of dMarc Broadcasting, Inc., a Newport Beach, Calif.-based digital solutions provider for the radio broadcast industry.

dMarc connects advertisers directly to radio stations through its automated advertising platform. The platform simplifies the sales process, scheduling, delivery and reporting of radio advertising, enabling advertisers to more efficiently purchase and track their campaigns. For broadcasters, dMarc's technology automatically schedules and places advertising, helping to increase revenue and decrease the costs associated with processing advertisements.

Google plans to integrate dMarc technology into the Google AdWords platform, creating a new radio ad distribution channel for Google advertisers.

Further, Google is giving advertisers a chance to bid online for space in 28 magazines, part of an effort to extend its dominance of Internet search advertising to print.

The program reflects Google's ambition to use online auctions to sell advertising in media beyond the Web. Google began buying space in PC Magazine and Maximum PC last year. Publications in the new phase of the test include Car and Driver, Budget Living, Martha Stewart Living and Information Week, according to Google's Web site.

24 comments:

hidden persuader said...

Accenture!? God I used to work for them (LOL)...

Lachlan said...

...and their own advertising is so fabulous! ;o)

Still bear in mind most of the stuff coming out of the industry as it currently is today both sucks and blows.

It's probably only the top 2% at best that really is great. (NB that's not to say that the crap doesn't help clients bumble along at the level they already are.)

No matter how 'agencies' rearrange or are redefined, the best clients will always want the brightest most inovative, most creative people, and the best quality of execution of an idea... the nuts and blots of it might change a little or a lot, and there may be new levels of marketing 'quality' available, but I wouldn't worry too much about it, just use it where appropriate to free up more money for thinigs that need higher investment to do well.

Scott A. Edwards said...

The brand NEW! Safelist Autosubmission software XP - blasts your ads to 3.6 Million Safelist recipients at the click of one button.

Automatic-Mailer XP! - 50,000 hits guaranteed to your website every month! - Posts unlimited number of ads - Create unlimited number of profiles - Posts whenever you want! 24/7 - Schedule autosubmission when you are not at home - Sends Html & Text Advertisements.

Order today. Our Software also includes: - Autovalidation feature that automatically validates all your Safelists validation codes - mailbox cleaner feature that automatically keeps your mailboxes clean!

NOW That's an incredible Deal, isn't it? Get Your Astonishing Automatic - Mailer XP Software today!
Click here: AUTO-MAILER

Scott Edwards said...

New Blog Submission Software Takes Total Domination To A whole New Level, And Allows Complete Control Over Any Market and Any Product You Sell.--Renders All Other Marketing Methods Totally Useless by Comparison"
Click here: FREE DEMO

Anonymous said...

Hi ##name##. There are many different ways to earn money onlineadvertising. I continue to look for different ways to promote my sites and business without going broke. let me know what you all are seeing out there.advertising

incbizz said...

Click On The Link Below To Get Free Info On Safelist Marketing Techniques. Its Free Info What Do You Have To Lose!
free safelist free safelist http://www.mysafelistnews.com

incbizz said...

Click On The Link Below To Get Free Info On Safelist Marketing Techniques. Its Free Info What Do You Have To Lose!
free safelist free safelist http://www.mysafelistnews.com

Joe Berenguer said...

I just came across your blog and wanted to
drop you a note telling you, Friend, how impressed I was with it.
I give you my best wishes for your future endeavors.
If you have a moment, please visit my site:
job portal
It covers job portal related contents.
All the best!

incbizz said...

Click On The Link Below To Get Free Info On Safelist Marketing Techniques. Its Free Info What Do You Have To Lose!
safelist marketing safelist marketing http://www.mysafelistnews.com

Anonymous said...

Read the Spotrunner fine print? No 60 second ads permitted. There's more: Spotrunner keeps the ad you paid for and forces you buy air time only from them. They do not permit you to air your own ad with some other company. They will not give you a web version to put on your own web site or to send out freely via e-mail. Spotrunner will resell your ad to your competition if you stop airing with them. They actually charge more money for air time than just about anywhere. And they will not air an ad nationally. If Google wanted to get in the game they should buy Spotrunner's largest direct competitor, the semi-automated ad national agency Cheap-TV-Spots.com because Cheap TV Spots does everything that Spotrunner should, but doesn't. And Cheap TV Spots does it faster, better and cheaper. Maybe Google or Yahoo should buy them both and combine them into one functioning unit. Recently heard or read that CheapTVSpots.com was raising capital to attempt a bid for Spotrunner. Maybe that is Google's real strategy. Wait a bit, then they could buy one and get them both. That way quality TV and web ads could easily air concurrently. Total one-stop media saturation. This is not for Madison avenue clients, but it would work for everybody else.

incbizz said...

Now You Can Easily Generate The Steady Flow Of Taffic Needed To Get The Results You Want. This Is One Of The Internet's Most Proven Traffic Generating Tools Ever Used. You Will Be Using The Very Same Tool That The Top Internet Marketers Use Every Day To Send There Sales Through The Roof And Build Those Huge Money Making Lists free safelist

incbizz said...

Now You Can Easily Generate The Steady Flow Of Taffic Needed To Get The Results You Want. This Is One Of The Internet's Most Proven Traffic Generating Tools Ever Used. You Will Be Using The Very Same Tool That The Top Internet Marketers Use Every Day To Send There Sales Through The Roof And Build Those Huge Money Making Lists safelist

incbizz said...

Now You Can Easily Generate The Steady Flow Of Taffic Needed To Get The Results You Want. This Is One Of The Internet's Most Proven Traffic Generating Tools Ever Used. You Will Be Using The Very Same Tool That The Top Internet Marketers Use Every Day To Send There Sales Through The Roof And Build Those Huge Money Making Lists safelist marketing campaigns

incbizz said...

Now You Can Easily Generate The Steady Flow Of Taffic Needed To Get The Results You Want. This Is One Of The Internet's Most Proven Traffic Generating Tools Ever Used. You Will Be Using The Very Same Tool That The Top Internet Marketers Use Every Day To Send There Sales Through The Roof And Build Those Huge Money Making Lists safelist software

incbizz said...

Now You Can Easily Generate The Steady Flow Of Taffic Needed To Get The Results You Want. This Is One Of The Internet's Most Proven Traffic Generating Tools Ever Used. You Will Be Using The Very Same Tool That The Top Internet Marketers Use Every Day To Send There Sales Through The Roof And Build Those Huge Money Making Lists safelist submitter

Scott Arthur Edwards said...

Dear friends, Now you can Fulfill your destiny! LordoftheHits is the lord of all exchanges. One exchange to rule them all!!! Hook up NOW with this exiting program. Click here: FREE INFORMATION

Anonymous said...

trade show contractorsBloggers

Looking for trade show contractors at http://doityourselfpro.com/. Well I recomend This Site. Maybe your asking who am I.... Well Im not Who you think I am. If you need help with trade show contractors Then GO NOW

Anonymous said...

Great work!
[url=http://ssjmfxto.com/xski/iiln.html]My homepage[/url] | [url=http://vfcslehz.com/enco/apfd.html]Cool site[/url]

Anonymous said...

Well done!
My homepage | Please visit

Anonymous said...

Great work!
http://ssjmfxto.com/xski/iiln.html | http://dwkspmic.com/jwxu/hvtc.html

Anonymous said...

apply for a credit card online, hassle-free and be approved in hours.

evision said...

www.sangambayard-c-m.com

Dean said...

greetings to all.
I would first like to thank the writers of this blog by sharing information, a few years ago I read a book called guanacaste costa rica in this book deal with questions like this one.

niz said...

Hello .. firstly I would like to send greetings to all readers. After this, I recognize the content so interesting about this article. For me personally I liked all the information. I would like to know of cases like this more often. In my personal experience I might mention a book called Generic Viagra in this book that I mentioned have very interesting topics, and also you have much to do with the main theme of this article.