emerging media « FUEL LINES Fueling Ad Agency New Business Through Social Media

Think Multiscreen for Ad Agency New Business

November 11, 2011

Photo Credit: mbiebusch

Keeping up with mobile technology and how it impacts consumer behavior is important because it inevitably effects how ad agencies will be reaching prospects in the near future.

“Most marketers are still struggling to figure out how to truly capitalize on the opportunities represented by long-form video and — more recently — social content. Now, a new imperative is clear, especially for those spending heavily on TV. Content and experiences that move seamlessly from one screen to another are an absolute must.” Jeremy Lockhorn, VP Emerging Media, Razorfish

Consumers’ use of emerging media driven by new technologies is moving at such a lightning pace that it’s difficult for agencies and the brands they represent to keep up. There is also the tendency for marketers to “over-focus” on things like television, mobile and social media as stand alone mediums rather than fully comprehending consumer behavior and creating a multiscreen strategy.

Emerging media and new technology also impacts business development for ad agencies. There is a need to understand how prospects are using new technology such as mobile and web-enabled devices. Plus there is a paradigm shift in business development for agencies from outbound new business tactics to inbound marketing. Agencies will need to be able to effectively reach prospective clients through a multiscreen new business strategy.

To better understand the impact of new technology and its rapidly evolving use of consumers here in the U.S., digital agency giant, Razorfish, partnered with Yahoo Mobile to conduct a study of mobile habits.

Here are some of the highlights from this study:

80% of respondents are mobile multitasking while watching TV.
70% of respondents who multitask do so at least once a week, with nearly half (49%) reporting everyday multitasking.
60% check their phones at least “once or twice” during the course of a TV show, and 15% stay on the mobile Web for the full duration of the show.
The top 5 categories for multitasking: 1. Reality 2. News 3. Comedy 4. Sports 5. Food
94% of multitaskers engage in some kind of mobile communication. In order — They are text, talking, email, social networking and IM.
60% of multitaskers are accessing additional content of some type.
44% is unrelated to what’s on TV versus only 38% related to TV.
Survey respondents were more likely to state that they frequently engaged in multitasking during TV ad breaks.
36% of multitaskers use their connected devices for looking up information on a commercial they just saw.

Click on the following link to read Jeremy’s article and additional information regarding the Razorfish and Yahoo Mobile Study: ”Forget Mobile – Think Multiscreen”

Additional articles that may be of interest:

Photo Credit: mbiebusch

3 Comments | Digital, New Business Trends | Tagged: Ad Agencies, ad agency new business, business development, emerging media, Jeremy Lockhorn, Michael Gass, mobile, Razorfish, Social Media, Yahoo Mobile | Permalink
Posted by Michael Gass

When Ad Agencies Should Be Leading in Social Media, Most are Overwhelmed

August 4, 2009

So many new media channels, so little time! Is Social Media Overwhelming Your Ad Agency?

Barbara Bacci Mirque, executive vice president of the Association of National Advertisers, ANA, recently observed that,

“More and more advertisers are leading their agencies into new media, not the other way around,” and that ”clients are the ones who are personally and professionally experimenting with new media forms and directing their agencies to look into them.”

“When I started out in this business in the mid 80’s as an assistant product manager at The Frito-Lay Company, we expected our advertising agencies to be innovative and inform us about what was hip and cool – now it appears to be the other way around,” she wrote in the ANA blog.

I launched my ad agency new business consultancy entirely through the use of social media. With three kids in college I had to generate new business quickly. When I started my consultancy, I was determined that I was going to use the new business tools that I recommend my clients and put into practice what I preach. There is no replacement from personal hands on experience when it comes to social media, if you are going to truly “get it.”

What is my motivation? I’m a participant because I’m a believer that I must know emerging media and the changes occurring in the advertising industry through new communication technology for my own professional survival. We are in the midst of a communications revolution as dynamic as was the invention and growth of television to our culture and its impact upon the ad industry.

My approach to new media is focused. I have learned to develop a disciplined approach and that focus comes from defining my target audience and be positioned to benefit them through my services.

When I’m writing blog posts for FUEL LINES I’m providing posts to to help them overcome their obstacles and challenges in generating new business for their small-to mid-size ad agency. I primarily write about new business tactics, tips, trends, talents and tools. I write exclusively for my target group. Knowing my audience provides me with focus and direction.

By identifying the key words that my target audience would use to find my content I can dominate the first two pages of Google. I also become aware of is appealing to them through my blog’s analytics. They are the “judge and the jury” and they ultimately decide what is of interest.

My target group engages with me online and I learn a great deal about their challenges. What keeps them up at night. There are a commonality of problems that help me hone in on finding solutions. Just this week past week I have had interactions through email, blog post comments, Twitter, LinkedIn, FaceBook and by phone with ad agencies located in Phoenix, Atlanta, Birmingham, Nashville, Dallas, San Diego and even agencies in Canada, Brazil, England and New Zealand. It amazes me how similar their new business problems are no matter where the agency is located.

When I started my consultancy to small-to mid-size ad agencies, I was advised that I should broaden my scope, my focus was to limited and my niche to narrow. But I have been able to generate a national awareness and a position of expertise among my best prospects within a short period of time and at very little cost using social media.

In my opinion participating in social media is a professional survival tool for those in the advertising industry.

It is the greatest professional enrichment tool that I have ever used. It keeps me current, connected and informed. Plus it is the best tool for agency branding that I’ve worked with. It simplifies the branding process for agencies and allows for engagement with their potential clients to test and hone their brand’s appeal. In addition, social media has become a great new business tool that produces a pipeline of inbound leads and networking opportunities with an agency’s best prospective clients. And to top it all off, as you are becoming professionally enriched, branding your agency, generating new business, you are learning to use social media and will be able to help your clients and provide a powerful demonstration by using the tools you recommend they use.

I’ve taken the attitude that I’m back in graduate school and I’m putting in the extra time to immerse myself for my personal benefit as well as being able to provide help to my clients. I confess, I’m working a lot of nights and weekends. But I can say truely that it has been worth all of the time and effort. Lead generation from new media is beyond my expectations.

This is an exciting time to be in advertising. We are in the midst of a communication revolution. It is possible for small and midsize agencies to be ahead of the curve and make great gains for their business.

The best way to understand new media is to experience it first hand. So roll up your shirt sleeves and get involved.

5 tips to handle social media when feeling overwhelmed: