By Patricia Wilson, founder of BrandCottage

Advertising is dead. Long live advertising!


Or so the chant continues as advertising spending continues its march from economic doldrums and adjusts to changes due to technological innovations and shifting consumer media habits.

Interpublic Group’s Magna Global recently lowered its 2012 worldwide ad revenue projections, but still predicts total ad revenues to be up 3.7 percent — nearly $153 billion — in the United States. Similarly, ZenithOptimedia forecasts a 3.6 percent growth expenditure for the United States in 2012, pointing to continued newspaper declines and flat magazine advertising,  but increased market share for Internet advertising.


Biggest gainers: digital and mobile ads aimed at driving new revenue from a growing appetite for tablet computers that come in all shapes and sizes, from the innovation-leading Apple iPad to the low-cost Amazon Kindle Fire (see PCMag’s tablet review). However, even within the television and digital ad spaces, changing priorities in ad spending look like the norm for 2012.


(See related BrandCottage blogs: Advertising’s Recovery: Not all Media Created Equal and Advertising Spending Looks Up in 2010.)

TV Advertising Maintains Market Share

Holding its own in the battle for advertising dollars: television.


Cable “cord cutting” is expected to continue in the U.S. at an annual rate of 500,000 subscribers for the next few years,” said Vincent Letang,the executive vice president and director of global forecasting at Interpublic Group’s Magna Global (reported by MediaDailyNews). But dollars won’t be lost as much as they are redirected to other video channels and platforms.

Print Down But Not Out

A poor performance in the second half of last year resulted in an 3.1 percent decline in magazine ad pages for 2011 compared with 2010, according to a report recently issued by the Publishers Information Bureau (PIB). Category declines included food and food products, home furnishings and supplies, public transportation, hotels and resorts and direct response companies.


There are, however, some “pockets of strength” in the apparel, cosmetics and financial sectors. In fact, according to Mediafinder.com, 239 new magazines launched in 2011, up 24 percent from 193 new launches in 2010 (see MediaDailyNews). Business-to-business magazines almost doubled, from 34 new titles in 2010 to 62 last year.

Innovation Drives Advertising Disruption

Three emerging trends are the direct result of disruptive technologies, according to a 2012 market survey conducted by AdMedia Partners:

• The distribution of content across trans-media channels.
• The demand for real-time, more personalized content across multiple devices.
• Exponential growth in the ability to collect, manage, analyze and execute on marketing data.

“As a consequence, digital media and marketing services are experiencing more rapid growth than both the overall economy and marketing spending as a whole,” according to the AdMedia report.


The Internet is and will continue to be the fastest-growing medium, according to ZenithOptimedia. Major Internet advertising trends, worldwide:

• Display is growing the fastest, at 18.9 percent a year, and is driven mainly by online video and social media.
• Paid search is growing more than 15 percent a year, but growth is “slightly restrained by the shift in search behavior from desktop to mobile devices, where costs are currently lower.”
• Google increased its global share of the Internet market from 34.9 percent in 2006 to 44.1 percent in 2010.
• Facebook has overtaken AOL with a market share of 3.1 percent in 2010.

Digital advertising has quickly advanced from a fringe buy to an imperative part of companies’ media mix,” notes Jenna Levy in the Marketing Conversation blog.


Even more amazing, Forrester Research predicts that U.S. advertisers will spend $77 billion on interactive marketing in 2016 (thanks DailyDOOH).


That’s the amount spent on television today!

Patricia Wilson is the founder of BrandCottage, a media marketing company with offices in New York, Atlanta and Washington, D.C.

By Patricia Wilson, founder of BrandCottage

Gone are the glory days of Mad Men when ad campaigns consisted of a glossy television spot that ran on three networks, reaching 90 percent of U.S households. There are now many new devices and platforms. There are new consumer-controlled choices including time-shifting, downloading and sharing.


Everything about media planning and buying has changed dramatically. We have moved from:

• A passive ad market to an engaged ad market.
• A brand-controlled ad market to a consumer-controlled ad market.
• A few brand managers controlling the brand to a social universe controlling the brand.

The Multidimensional Brand Jungle

Remember when a brand media plan had just three mediums: TV, Print, Billboards?


Today’s media landscape is cluttered with thousands of choices, driven largely by technological innovations. And there is no sign of media proliferation slowing down.


Traditional media has evolved to multi-platform channels. TV is no longer just one screen, but now four (TV, computer, tablet and mobile). Print is no longer just print but tablets now offer fully interactive magazine experiences on mobile devices. Digital ad buying is much more than banner buys. Viable digital media options now include ad networks, rich media, video, behavorial targeting, retargeting, contextual, search, mobile, email and social media.


In addition to considering “where” strategies, media planners must also consider “how” strategies for complex ad technology solutions. In addition to knowing the right target segments for ads, marketers must also know how to deliver ads in the most meaningful ways to consumers.

Making Sense of the Jungle

More than ever, CMOs and marketers need experienced media strategists working on behalf of their brands. Media planning strategists must serve as valuable neutral parties who can filter, evaluate and recommend the right media tools. However, too many media planners fall into one of two camps: classically trained in traditional media with little knowledge of digital media capabilities or digital planners with little knowledge of integrating digital initiatives into the larger communications plan.


Successful media plans are best served by classically trained media strategists with proven media planning skills and plenty of experience across a range of clients and brands. Today’s best media planners have evolved into the digital space, especially in terms of the tools required to deliver and engage consumer targets. Proven media planners are well trained in gathering consumer insights, synthesizing business objectives and developing a fully integrated plan.


In short, the best media planners embrace a holistic planning approach with no bias for one media option over another. They analyze and develop the optimal media mix in which to achieve objectives against a given target audience.

Asking the Right Media Planning Questions

Here are some critical media planning questions that marketers must ask to develop a successful media plan:

• What is the objective of the media plan? Awareness? Web site traffic? E-mail capture? Social engagement. Word of Mouth generation? Customer data? Coupon redemption?
• How will the media plan success be measured?
• What is the budget?
• What is the geography to be served?
• Who is the target segment?
• Is there purchase seasonality? Times of heavier spend and greater opportunity?
• What are the creative considerations?

It is also important to ask the right questions to determine target segments. For example:

• Do affluent business travellers use FaceBook as much as Gen Y?
• What about mobile usage among moms?
• In mobile, is SMS as effective as mobile apps?
• What social networks index highest among heavy fast food eaters?
• In digital, who is really watching video?

Answers to these questions can often be found using syndicated research like MRI, MMR, comScore, Nielsen, proprietary customer insights and a variety of other tools.


Finally, it is essential to understanding the delivery of ads. This reguires a deep understanding of ad technology solutions, along with an understanding of how to integrate technology with data to drive efficiency and target reach. Critical areas to consider include:

• Dynamic creative delivery options.
• Publisher partnerships and sponsorships.
• Audience data warehousing.
• Demand-side platforms.
• Social Media technology.
• Video serving options.

Media and technology will continue to evolve. Return on media investment will continue to be driving forces for every brand’s C-suite, not just CMOs. Experienced, well-rounded media planners will be critical in helping companies navigate swiftly changing media jungles to carve out the best paths to brand success.

Patricia Wilson is the founder of BrandCottage, a media marketing company with offices in New York, Atlanta and Washington, D.C.

By Patricia Wilson, founder of BrandCottage

Arguably, in 2008, social media emerged as a marketing staple. So, what have we learned about the benefits of social networking? Does everyone benefit: business-to-consumer and business-to-business companies? Or, is social media just a tool for Lady Gaga and other megastars?


SmartPulse, a quickie poll from SmartBrief on Social Media, asked marketing leaders to identify who has most benefited from social media engagement. Top on the list of beneficiaries:

• Business-to-consumer companies (32 percent).
• Celebrities (31 percent).

In the early stages of social media experimentation, I’d say that’s about right. Does it mean that social media isn’t working for others, such as media companies and business-to-business organizations? Of course not. There are hundreds of case studies demonstrating the power of social engagement for all kinds of businesses.

The Right Social Media Mindset

What is true, frankly, is that business-to-consumer companies are often the leaders in innovative marketing. They’ve demonstrated their prowess in traditional marketing and they continue to lead the way with new media strategies. Why? Because business-to-consumer companies make brand image part of the corporate fabric (think Apple and Ford, for example).


Social media cannot be thought of as just another marketing gimmick. In her SmartBrief blog, social media consultant Mirna Bard is right on target: “It takes a mindset shift, time, willingness to learn and commit, as well as consistency. These elements combined with the right strategy and tools can be powerful for any business or person, whether they are using it for training, internal communication, prospecting or even to become a celebrity.”


In other words, it takes a 360-degree cultural shift and commitment for social media to work. It is no small task for some organizations to move from defensive, controlling, top-down driven organizations to ones that are open to 24/7 engagement and, yes, even criticism.

Looking Ahead on Social Engagement

In The State of Corporate Social Media in 2011, from the Useful Social Media Community, 50 percent of U.S. companies said they still do not have a staff member devoted to social media. However, all U.S. companies surveyed said that social media is becoming a more important part of the marketing strategy and 29 percent project social media budgets to increase by 100 percent or more in 2011.


“Whilst marketing and communications retain their dominance as the main reason companies use social, customer service, employee engagement and product development all see significant growth [in the United States and Europe],” according to the report.

What is Social Media Worth?

Is social engagement worthwhile? The real answer to this question, for many companies, is unknown. Most do not measure social media ROI. But when you look at leading companies — Dell, Starbucks, Ford, Coca Cola and Apple, for example — it is easy to see the power of social media as a marketing tool.

Companies are still learning about social media’s power. For some, the transition has been easy (they had open cultures to begin with). For others, it’s going to require more than establishing a Facebook page or Twitter feed. It will mean substantial cultural shifts.


Or, as Lady Gaga sings: Baby I was born this way.

Patricia Wilson is the founder of BrandCottage, a media marketing company with offices in New York, Atlanta and Washington, D.C.

By Patricia Wilson, founder of BrandCottage

Yeah, the Super Bowl is cool. But as a media strategist, I can’t wait to weigh in on the most important kickoff of all — the sponsors of the greatest game on turf.

A Sneak Preview

Everyone understands the humongous advertising reach gained by a 30-second Super Bowl spot (106 million viewers last year) even if there is debate on the wisdom of spending so much money in one day. In the advertising industry, Twitter, Facebook, YouTube and other social media channels have been alive — for weeks — with discussions and pre-game anticipation and early predictions on winners and losers.

In fact, all the social media discussion around Super Bowl ads has become an important channel in its own right — expanding the already huge Super Bowl viewing audience with millions of additional online impressions. This allowed unprecedented integration of traditional and digital media.

But here’s what’s new. Advertisers are not only stirring the pot of excitement about the debut of their ads on Super Bowl Sunday, they are even providing sneak previews, via social channels.

Brands such as Audi, Best Buy, Budweiser, CareerBuilder, Chevrolet, Coca-Cola, E*Trade, GoDaddy, Kia, Mercedes-Benz, Snickers, Teleflora, 20th Century Fox and Volkswagen “are all over social media trying to drum up interest in the commercials they plan to run during Super Bowl XLV on Fox on Sunday,” according to The New York Times (Before Sunday, a Taste of the Bowl).

The advertising industry  is also capitalizing on the Super Bowl advertising frenzy. Check out Brand Bowl 2011, from Mullen and Radian6. The site, in short, tracks Twitter conversations to determine real-time audience reaction to the spots.

You can certainly expect Tweets from me at @BrandCottage. And I look forward, as I do every year, to engaging with other marketers and ad enthusiasts. You can follow the conversation on twitter and join in the fun with hashtag #brandbowl.

Oh, and good luck Packers and Steelers.

Patricia Wilson is the founder of BrandCottage, a media marketing company with offices in New York, Atlanta and Washington, D.C.

—By Patricia Wilson, founder of BrandCottage

Welcome back to work and Happy New Year!  After a brief respite, we are ready to begin a new journey here at BrandCottage. I was reminded over the holiday break how important it is to take time off, slow down, find time to reflect on the past and prepare for the future. With so much advanced technology and an always-on business mentality, thinking time is all too rare.

BrandCottage Reflections

BrandCottage accomplished a great deal in 2010, both for ourselves and our clients:

• 2010 marked BrandCottage’s most rapid growth in the history of the company. This, coming off a down year for the industry in 2009. To say we were surprised and delighted is an understatement. This time last year, few knew where marketing was headed. There was much doom and gloom. But marketing began to see a rebound in 2010. In talks with our clients, they value marketing more than ever.
• Our digital brand offerings grew at record speed in 2010, both for social media and for paid digital advertising.
• Emerging brand technologies propelled us to new and exciting platforms. Throughout the year, we immersed ourselves in marketing’s transformation.
• We continued to gain new clients in new industries and we are proud to say that we were responsible for helping many of our long-standing clients evolve and transform as well.
• New technology also helped BrandCottage grow: video chat, virtual meetings, text messaging, conference calling, social media and many other solutions helped us run even more efficiently as a virtual agency.
• Meanwhile, we never dismissed our core values: veteran marketing chops, can-do attitude and client-first priorities.

BrandCottage Resolutions for 2011

• We can never forget, as an agency, that we are in the client-services business. BrandCottage will continue to improve client services in 2011.
• Emerging technology is transforming marketing and branding. Everyone in the marketing industry, including BrandCottage, must be dedicated to continuous learning, sharing and engaging to stay on top of emerging trends.
• Giving back to others is far more rewarding than receiving. BrandCottage will continue to increase its commitment to helping others.
• The value of hard work never goes out of style. We work extremely hard at BrandCottage. But we also will find some time for more fun.

I look forward to seeing all of you this year!


Patricia Wilson is the founder of BrandCottage, a media marketing company with offices in New York, Atlanta and Washington, D.C.