The search for value never stops.
Budgets may be cut. Sales may be down. But innovation never stops. Recession time is value time. While we continue watching in fascination the slow train wreck of the Internet smashing old media, be sure not to miss the amazing ripple effects going on around it. The Internet is only a destination or a tool or a communication device, because at its core, the Internet is the least expensive way to get data from A to B.
Now that PCs and broadband are so affordable and ubiquitous, reaching your target customers with relevant advertising will only become cheaper, faster and better. "Everyone alive in the US has grown up in a pervasive advertising world," says Tom Simonds, founder of Simage. "The only messages that are getting through are the best targeted – by demographics, geography, and closer to the point of purchase." TV ads may reach a large audience but only a shrinking percentage will watch it and a fraction of that take any meaning in it.
Furthermore, people will receive advertising messages positively if they have been rewarded to do so. Getting out impressions just isn’t enough and may be negatively perceived if it is irritating or overloading. People associate advertising with the emotional state they are in. Fun brands should catch people when they are having fun. Context matters. It’s negative spending banging people on the head or frustrating them.
"We built our custom bar and restaurant video network precisely for those advertisers trying to target a certain audience at a certain time. What they probably don’t know is that it costs far less than TV or magazine advertising now," Simonds continues. "We’re creating our own monster truck smash in the advertising industry. Advertisers should really be benefiting from the low costs and high penetration of PCs, HDTV screens, broadband, and mobile. We all want a world where the advertising we get is the advertising we want, and the advertising we enjoy. The rest is wasted money. We are closer to this ideal than we think." Aristotle would tell people today that success in advertising is determined by whether it does the right thing, to the right person, to the right extent, at the right time, with the right motive, and in the right way.
If you'd like more information on this topic, or to schedule an interview with Tom Simonds, please call him at 847-919-6062 or email tom@simagenetwork.com
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