Marketingvox.com put out a synopsis on online ad impressions and how they've grown (making this a mere rehash of the rehash). Apparently MySpace.com comprised a whopping 10% of ad impressions in July alone. That's spectacular, but how many of those impressions actually lead to viable conversion? It's easy to slap ad galorious on the (anecdotally) most-frequented site of the ADD generation, but do the ADD gens notice the ads at all?
According to a couple of 16-year-olds I know, no, they don't. Well, here's to hoping they might, however subconsciously, if something truly fascinating were to accost the senses.
AdAge.com reports on Sears' decision to drop Ogilvy after 43 years, allowing Y&R - initially only half of the marketing budget - to fulfill their marketing bill entirely. A momentous break-up indeed. But note Y&R's multiple attempts to reposition the giant:
The most notable Y&R campaign was the "Softer Side of Sears," which ran from late 1993 until 2000. In 2001, Y&R also launched the short-lived "Sears, Where Else?" campaign. Since 2001, the campaign focus has been on "Good Life, Great Price."Talk about confusing the customer with choices. Were Sears to return to its roots (the middle-American père in the red flannel shirt - and maybe some handyman muscle) it would perhaps flourish in ways it simply hasn't since losing any semblance of a consumer position with totally alienating campaigns like "the softer side."
You don't envision a fantasy spree at Sears when manifesting your prom dress or honeymoon trousseau. You just don't.
Well, let's see what happens now that Ogilvy's out for the count.