When listeners turn on the radio these days—terrestrial, digital, or satellite—they can tune in to precisely the content they want to hear: country music, sports talk, alt rock, or whatever their tastes call for. What if radio worked the same way for advertisers? That is, what if brands could serve their messages to precisely the
Continuing with the series on the “State of the Creative,” we reached out Chief Creative Officers at some of the world’s leading ad agencies on: What it means to be a creative in today’s world? How many “legs” does an idea have to have when advertisers and marketers are targeting various demographics, each using multiple…
The way we get our news is changing. Every morning and throughout the day people around the world log on to Twitter to find out what is making headlines, new key developments on topics of interest, and what is “trending” – literally and figuratively. And Twitter is not the only social media network being utilized to gather news and check for updates. Facebook’s “Timeline” offers users the ability to share news articles within their network. Many social media users will check various social media sites more often than they may like to admit, looking for news or articles posted by “friends.”
The New York Times may have caused a stir when it introduced a paywall to access unlimited news content, but for many people, established news organizations are no longer that critical. After all, they don’t have to look beyond their social networks to find the news they want. Critically, with this shift in media consumption, advertising dollars are shifting too – the industry is going social. Based on exponential increases in ad spend on social and digital networks, a recent BIA/Kelsey study predicts that social media ad spending will grow significantly over the next few years, from $4.7 billion last year, to $11 billion in 2017.
THE WAY I SEE IT
I see the shift to social continuing and more advertisers spending less on traditional media including digital news outlets, TV, and print, and spending more on social networks.
- I see the shift to social continuing and more advertisers spending less on traditional media including digital news outlets, TV, and print, and spending more on social networks.
The Federal Trade Commission (FTC) recently released updated Dot Com Disclosure guidelines to fast forward to the present day and catch up with the technology consumers use more and more frequently – including smartphones, tablets, and social media. I previously gave you an overview of what the updated guidance means and how marketers need to approach the new FTC standards, and you’ve read “The Way I See It” on the updated guidelines.
I wanted to turn to an industry expert to discuss what the new FTC Dot Com Disclosure guidelines mean for advertising on various key platforms and what could be next for mobile and tech.
The Way the Industry Sees It:
I sat down with Jerry Karnick, Vice President and Deputy General Counsel at Verizon Wireless, to get his thoughts.
We all seem to agree that the updated guidance was a necessity, but do you think the Dot Com Disclosures will help grow advertising potential on mobile and online platforms?
I do. Advertising through online and mobile platforms is here to stay, and the new Dot Com Disclosures recognize and embrace that reality. Of equal importance, the new Dot Com Disclosures also provide advertisers with added clarity on what is required, while continuing to allow advertisers the necessary flexibility to meet those obligations. With the guidance provided by the new Dot Com Disclosures, more and more reputable advertisers will have increased comfort advertising on these platforms, especially on the small screens available in the mobile arena. At the same time those advertisers won’t have to worry that their ads, which include the disclosures necessary to ensure the ad is neither false or misleading, will be less appealing than the ads of other online or mobile advertisers that may not have otherwise included the necessary disclosures, either at all or in proximity to the main advertising message.
With smartphones and tablets, the majority of issues presented by the old Dot Com Disclosures were how to present disclosures in the new space constraints. For the mobile industry, does the new guidance meet these concerns and are there any significant new issues that are raised?
The new Dot Com Disclosures provide the necessary clarity about whether and how the traditional advertising rules will apply in the mobile space. What they don’t do – nor, of course, could they – is increase the size of the screen. The industry will continue to wrestle with space constraints. But, now that there is clarity on what is required, it will be up to all of us to find new and creative ways to design ads in ways to ensure the necessary information is communicated effectively and the overall message conveyed to consumers is not misleading.