The SCREENS.tv Blog
How to succeed in advertising (1)
Barnaby Page - 14 Jul 09, 08:14 AM
The latest Media Advertising Forecast from Interpublic’s Magna, published this month, is being interpreted from – ahem – healthily diverse perspectives. Depending on who you listen to, either the end of the U.S. advertising world is nigh, or good times are (nearly) back in town again.
So we won’t comment on the numbers. But it is worth repeating some of the criteria that Magna suggests are necessary for an advertising medium to succeed, though if you’ve been in out-of-home for more than five minutes they may sound rather familiar...
- Critical mass of unique reach
- Uniform technological standards
- Research into optimal formats
- Smooth buying process
- Provision of robust user data
- Maintain quality service product
- Mere presence of a medium is insufficient to enable advertising
You can find the full 62-page report here.
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