AD 2.0
Monday, November 13, 2006
An NBR Series -- PREMIERES Monday, November 13, 2006
A 3 part series examining technology's impact on advertising.
| Digital
technology has transformed the advertising industry. On the plus side,
new technology means there are more ways for advertisers to reach
consumers. On the minus side, that same technology increases competition
for consumers' attention. NBR New York Bureau Chief Scott
Gurvey examines the impact new media, particularly the Internet,
is having on advertising. |
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| The
"AD 2.0" Reports: |
| Part
1: Losing the Captive Audience |
| Premieres
Monday, November 13, 2006 |
This
report explains how new media advertising is putting pressure on both
traditional methods of advertising and the companies once dependent
on those methods. It includes interviews with Jonah Bloom of Advertising
Age, Andrew Robertson of BBDO Worldwide, and others.
|
 Watch
Part 1
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| Learn
More About This Topic:
- Advertising
Age (Subscription
Required for Some Content)
Advertising Age is a magazine dedicated to reporting and analyzing the
"goings-on in the world of advertising." The magazine's editor, Jonah
Bloom, is interviewed in Part 1 of Scott Gurvey's report.
- BBDO
Worldwide
BBDO is an advertising agency that is part of Omnicom Group - "the world's
largest marketing services group." The firm's CEO, Andrew Robertson,
is interviewed in Part 1 of Scott Gurvey's report.
- International
Advertising Association (IAA)
IAA is an "international, multi-industry forum for the global exchange
of knowledge, best practices, professional development, intelligence,
experience and ideas."
- Marketing
Evolution
Marketing Evolution is a market research and consulting firm. Its CEO,
Rex Briggs, is interviewed in Part 1 of Scott Gurvey's report.
- The
McKinsey Quarterly - Article (Membership
Required)
The McKinsey Quarterly is published by the management consulting firm
McKinsey & Company. This links to an October 2006 article titled, "The
Real Impact of Internet Advertising." This article is premium content,
which means only members can view it.
- Saatchi
& Saatchi New York
Saatchi & Saatchi New York is an advertising agency that is "part of
Publicis Groupe, the world's fourth largest communications group." The
firm's Chief Creative Officer, Tony Granger, is interviewed in Part
1 of Scott Gurvey's report.
- Wharton
School of the University of Pennsylvania - Article
This links to a December 2004 article published in the online business
journal Knowledge@Wharton titled, "James Bond's BMW and Other
Product Placements: New, Racier Ways to Advertise."
*Clicking
these external links will take you off the NBR web site on PBS.org.
NBR has no affiliation with these sites.
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| Part
2: Using New Channels |
| Premieres
Tuesday, November 14, 2006 |
This
report examines how companies are using new media, including cell
phones and blogs, to get their messages to consumers. It includes
interviews with Carla Hendra of Ogilvy & Mather, Mary Baglivo of Saatchi
& Saatchi, and others.
|
 Watch
Part 2
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| Learn
More About This Topic:
- American
Advertising Federation (AAF)
AAF "is the trade association that represents 50,000 professionals in
the advertising industry."
- JupiterResearch
JupiterResearch offers data and analysis "to help companies profit from
the impact of the Internet and emerging consumer technologies on their
business." JupiterResearch Analyst Emily Riley is interviewed in Part
2 of Scott Gurvey's report.
- MIT
Advertising Lab - Blog
Explore MIT Advertising Lab's Blog, which focuses on the future of advertising
technology. Learn about new advertising trends being shaped by cutting
edge technology.
- Ogilvy
& Mather
Ogilvy & Mather is an advertising firm focused on building brands. The
company's Co-CEO, Carla Hendra, is interviewed in Part 2 of Scott Gurvey's
report.
- R/GA
R/Greenberg Associates (R/GA) is an interactive agency dedicated to
building the online presence of firms. R/GA's Chairman, CEO, and Global
Chief Creative Officer, Robert Greenberg, is interviewed in Part 2 of
Scott Gurvey's report.
- Saatchi
& Saatchi New York
Saatchi & Saatchi New York is an advertising agency that is "part of
Publicis Groupe, the world's fourth largest communications group." The
firm's CEO, Mary Baglivo, is interviewed in Part 2 of Scott Gurvey's
report.
- University
of Texas at Austin - Article
This links to an August 2005 article authored by the University of Texas
at Austin's Advertising Department. The article is titled "Click and
Sell: Marketers Shift Ad Dollars and Take Advantage of Internet's Ability
to Target Potential Customers."
- Wharton
School of the University of Pennsylvania - Article
This links to an August 2003 article published in the online business
journal Knowledge@Wharton titled, "Darn Those Pop-Up Ads! They're
Maddening, But Do They Work?"
*Clicking
these external links will take you off the NBR web site on PBS.org.
NBR has no affiliation with these sites.
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| Part
3: Reworking Traditional Channels
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Premieres
Wednesday, November 15, 2006 |
This
report looks at the efforts traditional "big" media firms and advertisers
are making to simultaneously compete with and embrace new media. It
includes interviews with Diego Scotti of American Express, Paul Donator
of Nielsen Media Research, and other.
|
 Watch
Part 3
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| Learn
More About This Topic:
- Advertising
Age (Subscription
Required for Some Content)
Advertising Age is a magazine dedicated to reporting and analyzing the "goings-on in the world of advertising." The magazine's editor, Jonah Bloom, is interviewed in Part 3 of Scott Gurvey's report.
- American Express
American Express is a global provider of charge and credit cards to individuals and businesses. This links to the "About Us" section of the American Express website, where you can find annual reports that detail the firm's spending on marketing and advertising.
- BBDO Worldwide
BBDO is an advertising agency that is part of Omnicom Group - "the world's largest marketing services group." The firm's CEO, Andrew Robertson, is interviewed in Part 3 of Scott Gurvey's report.
- The
McKinsey Quarterly - Article (Registration
Required)
The McKinsey Quarterly is published by the management consulting firm McKinsey & Company. This links to a June 2004 article titled, "Using Mobile Phones to Boost TV Ratings." Registration is required to read this article.
- Nielsen Media Research
Nielsen "tracks the television and media-viewing habits of homes across
the country." Nielsen's Senior Vice President of Research, Paul
Donato, is interviewed in Part 3 of Scott Gurvey's report.
- Outdoor Advertising Association of America (OAAA)
OAAA offers "leadership, services, and standards to promote, protect and advance the outdoor advertising industry." The association's website offers research and statistics about outdoor advertising in America.
- Saatchi & Saatchi New York
Saatchi & Saatchi New York is an advertising agency that is "part of Publicis Groupe, the world's fourth largest communications group." The firm's CEO, Mary Baglivo, and its Chief Creative Officer, Tony Granger, are interviewed in Part 3 of Scott Gurvey's report.
- University of Southern California (USC) - Article
This links to a March 2006 article published in USC's Online Journalism Review titled "Syndicate This! Linking Old Media to New." It examines a service called BlogBurst that helps newspapers get the most of blog content.
- Wharton School of the University of Pennsylvania - Article
This links to an October 2006 article published in the online business
journal Knowledge@Wharton titled, "Burgers and Other Goods
in the Blink of an Eye: How Effective Are Short Ads?"
*Clicking
these external links will take you off the NBR web site on PBS.org.
NBR has no affiliation with these sites.
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