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2007: The Year of the CPG?

December 12, 2007 Leave a comment

An Ad Age piece from yesterday trumpets very good news for our market. Ad Age and ComScore report that packaged goods had quite a year in 2007 with traffic to industry websites growing twice as fast as the U.S. internet population.

What does this mean? For one – CPG has finally caught up with the big dogs of digital marketing. Packaged goods advertising has long been considered lagging in the digital age. According to Ad Age, ComScore attributes most of the surge to searching AND online display advertising (like banner ads on high-traffic sites). Ad Age says:

Unique visitors to package-goods brand websites soared 10% compared with a year ago in the third quarter to 66.4 million, according to data shared exclusively with Ad Age by ComScore.

The tally is double the 5% rise in the U.S. internet users to 181.9 million. Much of the growth comes from food marketers, who occupied all 10 of the top spots in ComScore’s third-quarter industry scorecard.

Less important – but plenty interesting – is this hypothesis: The new influx of grocery store staples finally finding their way online will come with a heaping helping of controversy where children’s marketing is concerned. With television ads for kid-geared products becoming more and more scrutinized by the FCC and watchdog organizations, many advertisers are finding that pitching to kids online has plenty of benefits – and they’re seeing results.



November 27, 2007 Leave a comment

Just when the absence of new episodes of The Daily Show was beginning to take its toll on me, a reason to celebrate the writer’s strike may have emerged from the rubble…for online marketers anyway.

This morning’s VOX newsletter reports that this winter’s writer’s strike may be causing problems beyond disrupting your personal TV-viewing habits – primarily for television ad sales.

The strike, expected by VOX to continue through December and into January, has brought television program production in both the US and Canada to a screeching halt leaving advertisers stuck with reruns and stale content on which to hang their sacred ad budgets. Naturally, this isn’t what advertisers bargained for when they originally bought air time.

Many television outlets that can afford it have taken to offering up added value to advertisers in the form of additional on-air placement or real estate in related network media. Those that can’t afford it can probably expect a rapid decline in ad sales and many a’ sleepless night for their sales departments.

That got me thinking…

So where will all of those displaced television ad dollars go? “Online” is the logical answer. Could the strike provide a final tipping point in TV advertising’s fall from grace, impacting an industry already struggling to stay afloat in a world where DVRs and online program viewing have already challenged the status quo and revolutionized the way the world digests media messages? And if so – is it wrong for us to be, y’know, happy about this?

I sure do miss The Daily Show, so for now the jury is still out.