Hot Topic - Radio Advertising
Uncertainty is a rude force on conventional media wisdom. The audience wants their expectations fulfilled, except when they don’t. They want to see, figuratively, their reflection, so long as it’s very pretty. Then, too, they want to find what they’re looking for, preferably without major expense or lifestyle change. Uncertainty brings out frustration but only for a moment.
Pity the poor media buyer. With audience estimates for various segments appearing minute by minute there is no time to reflect. Fortunately, algorithms do all the heavy lifting now. When the numbers change very little it is an opportunity to consider a leisurely cruise and dance with the robot.
Advertising is a world of opportunity. With the digital space fully open, every sort of message meant to persuade can be crafted to touch just the right customer. This makes ad blockers so popular, the message being inescapable. Ad spending has recovered from the Great Recession quite nicely. And nobody turns down the money.
The creative side of advertising thrives on the edge. On one side is all the excitement digital media affords. On the other, it’s the workhorse of traditional media. Big ideas must fit both. And those ideas can come from anywhere.
It is a sign of the times that broadcasters, when faced with a restless audience and restive advertisers, struggle for balance. "Build an audience and the money will follow" rings hollow in the digital era, automated media buying only one challenge. Big media brands are at greatest risk because when money is scarce doing "more with less" pinches. And the audience notices, of course.
Faced with all the hype and hubbub from the masters of the digital universe, the advertising people have, mostly, turned to big data, big numbers and all the boring nerdy stuff. Being creative is less important in the world of Facebook. It’s all about targeting, efficiency and programmatic buying. Well, almost…
Always seeking the zeitgeist, advertising people have thoroughly embraced technology. With that understood, does traditional media have a chance? Apparently so, whether you can hear it or not.
See also in ftm Knowledge
The Happy Advertising People
The advertising people are spending again. But things are different now and media people are feeling it. New media attracts attention and advertisers want to be where the action is. This ftm Knowledge file looks at the paradox of media and advertising. 120 pages PDF (September 2011)
Order here
|
Hot topics click link for more
Media in Spain - Diverse and Challenged – new
Media in Spain is steeped in tradition. yet challenged by diversity. Publishers hold great influence, broadcasters competing. New media has been slow to rise and business models for all are under stress. Rich in language and culture, Spain's media is reaching into the future and finding more than expected. 123 pages, PDF. January 2018
Order here
The Campaign Is On - Elections and Media
Elections campaigns are big media events. Candidates and issues are presented, analyzed and criticized in broadcast and print. Media is now more of a participant in elections than ever. This ftm Knowledge file reports on news coverage, advertising, endorsements and their effect on democracy at work. 84 pages. PDF (September 2017)
Order here
Fake News, Hate Speech and Propaganda
The institutional threat of fake news, hate speech and propaganda is testing the mettle of those who toil in news media. Those three related evils are not new, by any means, but taken together have put the truth and those reporting it on the back foot. Words matter. This ftm Knowledge file explores that light. 48 pages, PDF (March 2017)
Order here
More ftm Knowledge files here
Become an ftm Individual or Corporate Member to order Knowledge Files at no charge. JOIN HERE!
|
|
