Avenue A: Excellent, succinct, & to the point

A great piece by Zachary Rodgers of the Clickz Network and kudos to Jeff Lanctot, SVP of global media at Avenue A/Razorfish. http://www.clickz.com/showPage.html?page=3628531

It is…well…refreshing to hear a leader at a major agency recite specific pricing data to reflect a conclusion.

The reflection? Avenue A associating best value with small publishers down the tail. You could also draw a small corrolary to Yahoo’s January 29th Yahoo’s fiscal 2007 numbers. See here: http://www.washingtonpost.com/wp-dyn/content/article/2008/01/29/AR2008012902282.html

What can be gleamed from this? Well in short it took a whole lot more “cost” to generate the a slight increase in revenue (read: headcount).

Some other interesting tidbits from Rodgers article:

– Citing a dynamic logic survey, brand awareness has dropped for 3 consecutive years

– A quote from Lanctot suggesting web layout changes would enhance ad response.

 A point on the latter here, while Lanctot is probably correct in spirit, a fresh display will improve awareness, the negative here is that a fresh layout will also confuse and more importantly frustrate the web consumers who are used to on-demand media consumption.

A potential alternative? Widget companies. By providing “dynamic context” around a brand — in essense creating a mini experience — the freshness that someone in Lanctot’s position demands can essentially be achieved without a higher production cost to the publisher.

Just a thought…..


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