Tom Beeby, Executive Creative Director for Beeby Clark + Meyler, discusses the trials and tribulations of digital advertising and what it means in the current economic climate. Recorded at the Business Development Institute’s Web Video Leadership Forum on February 24th, 2009.
Some of Tom’s VlogViews:
“The obvious glaring mistake for online video advertising is to create a one hundred percent passive experience, where consumers are just asked to sit there and consume a brand message passively and we hope that they spend a lot of time with the brand and walk away with their perception of the brand shifted.”
“It’s not to say that the web is the end all be all of all your marketing activities but it should act as a hub where all the different media channels point to it.”
“As you look at some of the big brands and the decisions they’re making with regards to kind of fine tuning their mix of media spending, more and more often they’re looking to TV to cut budgets and to amp up spending in areas that are more accountable, such as digital advertising where every dollar can be looked at, and statistically observed for effectiveness and fine tuned to increase effectiveness.”
Search Terms: Tom Beeby, Beeby Clark + Meyler, marketing, advertising, web video, BDI, Business Development Institute, social meida, pharma
