I was around oxford circus yesterday and couldn’t help but notice the swarm of bikers riding through the high street. There must have been around 250 people on all ranges of bikes and scooters! I didn’t really know why they were there, but it looked like fun.
Turns out they were protesting against the new propsal to charge bikes for parking in London.
This is my first post on the Tonic blog and I’m very excited to show you some footage from the Tonic Laboratory. The film clearly shows our own Tom Honeydew-Bandy demonstrating some of the tech that he’s building for the Tonic is Ten party.
All aboard! The Classic Design train is about to depart.
This interesting map has been developed to show nearly 300 of the most successful and influential websites in the style of the greater Tokyo area train map.
Different train lines correspond to different web trends such as innovation, news, social networks, and so on.
According to the IAB/PWC Media spend report for 2007, online display is still the second most popular form of online advertising in the UK, but looks set to be overhauled by classified in 2008. Meanwhile investment in search is already three times bigger than that in display.
I was invited to lay down some thoughts as to why search might be on the increase and ideas as to what the future may hold for display advertising. Well firstly, many clients are increasing their search advertising budgets over display as they appreciate the importance of the context in which their advertising is served.
Search ads allow brands to capture consumers’ attention at the moment of relevance – i.e. at the point they are looking for a product. As such users are much more likely to be receptive to a particular marketing message. Some might argue display ads can’t do this as effectively as search.
Equally, audiences are becoming increasingly wise to disruptive methods of display advertising – favouring engaging content or relevant tools over display ads. As such – more progressive brands are finding methods to generate targeted content that engages with audiences in new ways.
Brands need to think about display advertising less in terms of traditional broadcast messages and more in terms of creative opportunities to deliver engaging content to audiences.
Specifically in the B2B market where users are more goal driven and less focused on entertainment – an ability to create creative and relevant content opposed to replicating your press ad online is key to obtaining a great ROI.
This is a really interesting topic - as agencies and clients look at reavaluating online advertising in a broader context.
