tag:blogger.com,1999:blog-5249997465016074955.post2768862055560063917..comments2023-12-23T21:59:20.634-08:00Comments on The Ad Contrarian: Media Buyers Are Ruining EverythingBOB HOFFMANhttp://www.blogger.com/profile/05158827977385952634noreply@blogger.comBlogger13125tag:blogger.com,1999:blog-5249997465016074955.post-18500138826545789372013-09-19T20:13:12.005-07:002013-09-19T20:13:12.005-07:00Media as well as Media Buying Services are emergin...Media as well as <a href="http://www.pointintimestudios.com/television-advertising/media-buying-planning-television/" rel="nofollow">Media Buying Services</a> are emerging as a successful business trends according to today's scenario.Adam Craignoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-37644401753370952232013-09-03T18:16:05.899-07:002013-09-03T18:16:05.899-07:00As KL points out above, Fast Company could simply ...As KL points out above, Fast Company could simply be wrong. Wouldn't be the first time a magazine has demonstrated it doesn't know the first damn thing about the industry that funds its very existence. AdNews, for example ...Shanghai61noreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-69115216123568763532013-09-03T12:26:57.734-07:002013-09-03T12:26:57.734-07:00Once again goodonya Bob!Once again goodonya Bob!Deborah Fishernoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-70513094304050723642013-09-03T12:04:49.433-07:002013-09-03T12:04:49.433-07:00Bob..
The media buyers don't make the marketin...Bob..<br />The media buyers don't make the marketing decisions to target a younger audience. Lay the blame at the feet of the marketing agents who define and approve targeting factors.paulbenjouhttp://www.MyOpenKimono.comnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-70806314578491110502013-09-03T10:17:23.850-07:002013-09-03T10:17:23.850-07:00I posit that Fast Company is wrong.I posit that Fast Company is wrong.KLnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-66275000052090665102013-09-03T08:56:43.461-07:002013-09-03T08:56:43.461-07:00Hi Bob!
The automotive clients that my agency se...Hi Bob!<br /><br /><br />The automotive clients that my agency serves (dealers, not manufacturers) are squarely focused on people who actually buy cars. We define customer segments beyond just age and gender (these can differ depending on the dealership, manufacturer and model of vehicle being promoted). For example, such segments are often defined in terms of Age, Gender, Geography and Income (i.e. Adults 25-54, living in specified ZIP codes, with at least $50,000 annual household income). Adding these additional criteria to the target definition lets us index media tactics against this specific type of person. If Age & Gender were our only targeting criteria, we would probably load our clients' budgets into those tactics that delivered the lowest cost-per-point (CPP). By factoring in these additional criteria we are able to find and utilize tactics that optimize the balance between cost-efficiency and target-richness. (This describes how we would approach broad-based media analysis). <br /><br /><br />In addition to broad-based tactics, we also deploy digital media tactics that are effective at reaching customers who are actively in the process of buying a vehicle. Examples of such tactics include Search Engine Marketing, contextual display advertising, and re-targeting - both in desktop and mobile platforms.<br /><br /><br />To sum up, we try to increase our clients' "batting average" with broad-based media (like TV and Radio) by comparing and balancing the cost indexes and target indexes of specific tactics. Whenever possible, we also employ tactics that are more likely to reach people who are actively in the purchase process.<br /><br /><br />I don't want to suggest that any of these tactics are perfect. They require constant monitoring and refinement. I would suggest that they are more thoughtful and rigorous than picture painted by this post.<br /><br /><br />I wish I could explain why car manufacturers seem to target 18-34 year old consumers...my best guess would be that are "planting seeds" with future car buyers. Given the short-term nature of most corporate decision-making, this seems an unlikely explanation.White Rock Medianoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-87225569108917830712013-09-03T08:52:11.363-07:002013-09-03T08:52:11.363-07:00I have bought for a lot of local car dealers and t...I have bought for a lot of local car dealers and the youngest demo I ever targeted was A25-49 and that was for a low end Suzuki dealer. A much more common demo was A35-64. The only thing I ever bought for a young demo was for a local Pepsi bottler.DonMediahttp://www.linkedin.com/in.donemitchellnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-21296861712705170242013-09-03T08:30:53.631-07:002013-09-03T08:30:53.631-07:00According to Fast Company, 80% of advertising is t...According to Fast Company, 80% of advertising is targeted at 18-34 year olds.bob hoffmanhttp://adcontrarian.blogspot.comnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-14989607412930165692013-09-03T08:28:02.942-07:002013-09-03T08:28:02.942-07:00Love you, too.
But...please explain to me why ca...Love you, too.<br /><br /><br />But...please explain to me why car marketers (including local ones) target 18-to-34 year olds when people 75-to-dead buy more cars than they do.bob hoffmanhttp://adcontrarian.blogspot.comnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-64026038902880777382013-09-03T08:08:53.942-07:002013-09-03T08:08:53.942-07:00This is a chicken/egg discussion, to be sure. What...This is a chicken/egg discussion, to be sure. What you're really asking here is who fucked up the other – did culture fuck up media buyers or did media buyers fuck up culture?<br /><br /><br />I think MTV fucked up culture when they stopped playing fucking music. The Real World was the beginning of the end. <br /><br /><br />I said fuck a lot. Sorry about that. Can I blame media buyers or culture for that? Or does it matter at this point?Cecil B. Demillenoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-19058596589542175372013-09-03T08:02:24.933-07:002013-09-03T08:02:24.933-07:00This logic may apply to advertising agencies who w...This logic may apply to advertising agencies who work with megabrands like Coca Cola, but at the local level I can attest that smart advertisers are driving consistent, measurable sales results by focusing on far more than the pop culture flavor of the month (or week, or day...). They have clearly defined their customer segments and their media planners/buyers focus not only on media consumption patterns of these target customers - but also on those potential customers' path-to-purchase. So, those looking for media "tonnage" may follow the pattern described in this post, but smart advertisers are much more specific and disciplined with how they go about promoting their brands. <br /><br /><br /><br />We love this blog, by the way. Its unfortunate that this post's headline is so provocative, but that's how you get peoples attention, I suppose.White Rock Medianoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-12747196179742490822013-09-03T05:47:49.897-07:002013-09-03T05:47:49.897-07:00If media buyers only care about 18-34 year olds, h...If media buyers only care about 18-34 year olds, how do you explain the 47 different CSI-style or Sexy-(insert graduate degree holding professional, aka doctor, lawyer, etc) shows that have littered the airwaves in the past 5-10 years? Nobody under 55 was seeing those things and they dominated prime time on cable and networks alike. <br /><br /><br />Or did we just do a market correction and that's why those shows are gone?Jaynoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-56082092646043496912013-09-03T04:32:06.222-07:002013-09-03T04:32:06.222-07:00Doozy.Doozy.DenTarthurdentnoreply@blogger.com