A Coca-Cola Ad!!!

Hey,

Yes, this is definitely a good sign. I had seen a thread like this on another forum a few weeks back which means Coca-Cola is still going at it. It would have been surprising not to have seen some of the Brick & Mortar (if not all) at least give online advertising a chance. I hope they get a favourable outcome which will bring them back. I have seen some other big companies advertise too, like Pepsi has been online for a while. However I think their online ads are in conjunction with T.V. ads, as the site I saw them on was a music stations.

Ravi

I don't see why the big names (coke, pepsi, AT&T, McDonald's, etc) wouldn't continue web advertising. They blow sooooo much anyway in promotions how much of the advertising budget is some web ads??

I think mainly because when you advertise, you're not exactly blowing anything away on adverts, it's for a reason (stating the obvious??). I don't think the internet has established itself as a successful means of advertising. I've seen only two ads of the above companies mentioned. You'll probably start to see the Brick & Mortar companies slowly come online.

Ravi

That's odd.

With all the eyeballs supposedly focused on the net everyday you'd think they'd jump quickly to a new advertising medium.

Then again, they are older Blue Chip companies and just may be slow to try something new.

You'd probably find newer companies are quicker to jump on new opportunities rather then the well established Brick & Mortar companies. This may be because they are well established, their goals and objective are probably slightly different then that of a new company.

The big difference I see is that the new companies are looking for markets to break into, where they can get a high ROI. They are still trying to establish themself and find what works best for them. For this reason they are the ones more willing to try out new solutions when the opportunity presents itself.

Internet Advertising is still very much in "Beta" mode from what I see. When ROI's can be properly tracked and internet advertising is seen as a solid and profitable medium, you'll find the larger corporations coming online. I think advertising online took a big hit when alot of the dot-coms went out of business, they were the main supporters of online advertising, when the bigger companies saw the results (these companies going out of business) it probably had a negative effect. Nevertheless, they probably weren't totally turned off of online advertising, rather a little discouraged.

Eyeballs are only useful if you can get them to look at the ad, the next step is getting them to remember the ad, or react to the advert (in a positive way). If we really want to see advertising take off online some privacy policies will have to be compromised. In order for any company to sell it's product it has to know who it's market is, once they know this they have to reach that market and they can't do that online without knowing surfer x from surfer y.

HTH,
Ravi

Just thought I'd mention that the ads I saw were the new tower sized ads.

Maybe they are turning to be more like "paper ads" in that you can put more info into then without using animation?

I had a short cocacola campaign in my site via Engage superstitials. The ad led in fact to several TV ads on WMA or Real Media format in english or in spanish.
Even if it is good new... it do not seems that there is much movement or change in the market... it is still poor in volume and in price

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Hmmm... I have seen ads from Ford, Mazda, Toyata, Domino's Pizza, Papa John's Pizza, Pepsi, Coke, Toys 'R' Us, Wal-Mart, and more on the net. Check out the large portals and you will see these ads. That is because this is where the eyeballs are.

Other companies like Internet.com are doing well with ads from large scale manufacturers like IBM and DELL.

With large sites (most notably CBS Marketwatch) eliminating Click-thrus as a key metric in their advertising metrics, you will see more companies advertising. The worst thing that happened to Internet Advertising was the click-thru. People feel that that since people aren't directly clicking on the ad that no one is paying attention. I personally know that members at the site I run purchase from our advertisers 3-6 months after their advertising campaign ends. That is what advertising is about, building a name and future traffic.

Do you really think Coca-Cola expects people to jump up and buy a Sprite everytime the ad is shown on TV or the radio? No.. They want their name in your head so the next time you are in the Supermarket you buy 10-20 or even 30 Sprites. That is how marketing works. When the Internet Advertising companies get this in their head and stop worrying about click-thrus then the market will rebound.

At least larger sites are moving in this direction through the use of "sponsorships" and other ad formats. As marketers and developers yourselves you need to find ways to increase the benefit to your customers without worrying about click-thrus or CPC type advertising. No other media has this format and while ad sales are soft in every sector, they still command much higher rates.

The tracking and accountability built into the Internet Ad is its ultimate downfall...