Online advertisement becomes crucial. It is believed as the next level of the marketing tool and it already has happened. According to Jeff Levick, AOL President of global advertising and strategy, “marketers can no longer rely on TV to provide them with a safe environment to advertise.” Also, a senior marketer at P&G said, “more than 60% of network programming will be reality television and I can’t put my brand there.”
We already have seen many reality shows and still see some products on the shows. However, it is getting difficult that the products get involved with the reality shows since the reality TV shows are less relevant to the scripts directed by directors and advertisers. That means the products on the shows are less under control of marketers if you do not set up the reality show which directly related to the product. For example, the “Iron Chef” show was sponsored by the soy sauce company, Kikkoman and the candidate chefs made Japanese food, Yakitori, with many different types of Kikkoman soy sauces. As this indicates, the TV advertising will be limited, but it could be more relevant to the product and marketing.
Levick points out the three stages in the life cycle of online:
1. between 1990 and 2000 - getting people online
2. between 2000 and 2010 - connectivity and platforms
3. in the next decade - content, because people are consuming more online.
Digital technology and online have developed and becomes ubiquitous in our daily lives. Lastly, Levick mentions about the “niche.” He said the niche audiences are the real opportunity and also the challenge for brand advertisers. Individual consumers are reached by search on Google, the search engine, and people carry their mobiles in their pockets everyday with the Internet connection. Therefore, advertisers should be smarter and adjust themselves to understand individual tastes rather than general statistic flavors.
We already have seen many reality shows and still see some products on the shows. However, it is getting difficult that the products get involved with the reality shows since the reality TV shows are less relevant to the scripts directed by directors and advertisers. That means the products on the shows are less under control of marketers if you do not set up the reality show which directly related to the product. For example, the “Iron Chef” show was sponsored by the soy sauce company, Kikkoman and the candidate chefs made Japanese food, Yakitori, with many different types of Kikkoman soy sauces. As this indicates, the TV advertising will be limited, but it could be more relevant to the product and marketing.
Levick points out the three stages in the life cycle of online:
1. between 1990 and 2000 - getting people online
2. between 2000 and 2010 - connectivity and platforms
3. in the next decade - content, because people are consuming more online.
Digital technology and online have developed and becomes ubiquitous in our daily lives. Lastly, Levick mentions about the “niche.” He said the niche audiences are the real opportunity and also the challenge for brand advertisers. Individual consumers are reached by search on Google, the search engine, and people carry their mobiles in their pockets everyday with the Internet connection. Therefore, advertisers should be smarter and adjust themselves to understand individual tastes rather than general statistic flavors.
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