Today's speaker was Jason Whiting, Managing Director of AKQA Washington, who gave a talk called "Digital Out of the Ghetto." AKQA does interactive and digital advertising only. For offline work, they partner with other agencies. They are the largest independent interactive agency in the world.
Consumers spend 30% of their time on-line
Advertisers spend 5% of their marketing budget on-line
TV viewing has fallen by 1/3 since 1985
70% of DVR/Tivo users regularly skip through ads
57% of American teens are content creators
Over 1/2 the on-line population uses an on-line social network
87% of kids 12 - 17 are on-line
80% of people 18 - 40 are on-line
70% of people 40+ use the Internet
Virtual is reality.
With sites like Myspace, flickr, wikepedia and second life, consumers have become creators. You can now customize messages on M&Ms, make a music video on You Tube and buy pass along your favorite content to anyone with Internet access. In short, it is a more level playing field. Advertisers must now go from saying to doing, from interuption to engagement.
No comments:
Post a Comment