Construction Marketing Ideas

FOOA Day 2





Shortly after writing this entry, I will return to the meeting room for the second day of the Future of Online Advertising Conference in New York.

I have taken a low-profile "absorbing" attitude towards this conference. Notes describing specific speakers etc are in the files (and conference organizers promise a complete package when it concludes) so I will put together now simply some quick thoughts gelled from a number of different speakers.

• There are interesting observations that conventional 'corporate' ads don't work so well as ones that inspire some curiosity and make very strong use of photographic images. Combined with a little text (say 80 characters), response may be highest.


• One unconventional group has developed a rather interesting model for advertising within a 'vertical' sector. Within this group, only one ad is run across all the sites, it must meet very specific technical requirements, and the advertiser generally must buy ad on all sites for a month -- and prepay. If repeat business is an indication, this model is successful. It encourages a non-cluttered look on the web pages, and the exclusivity gives the advertiser real power and value. This type of initiative requires much co-operation over many platforms, however, so I doubt it will become widespread.


• Nevertheless, the issue of 'advertising clutter' is one worthy of attention -- as a publisher do we trade off real effectiveness by jamming too much advertising on our sites? Is there a place for a more controlled and managed approach here?


• RSS Feeds offer interesting and important advertising opportunities, again in moderation and with respect for the way feeds are distributed.


• Video is undoubtedly becoming more important, affecting everyone, and creating new opportunities (and challenges) for traditional publishers and sites. Things can get even more interesting with concepts of embedded product placements and linkages within video sites.


• Online advertising is a booming sector, radically transforming traditional publishing practices, ownership, and viability. I found it interesting at the conference to see how many people were working with laptops -- and how few were reading the free copies of Wired and Advertising Age (printed) provided to each participant (though I and I'm sure many others took these publications to read more closely after the conference sessions ended.)

I'm shortly heading back to Gotham Hall, for another day's dose of insights and observations.