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Look at an onion, it has many layers, peel back one and the onion looks different. Take crime figures. It's not very re-assuring to someone who has just been held at knifepoint and robbed that the figures for violent crime last year are down. Square pegs and round holes. If you visit Google and type <a href="http://www.google.com/search?hl=en&lr=&ie=UTF-8&oi=defmore&q=define:advertising">http://www.google.com/search?hl=en&lr=&ie=UTF-8&oi=defmore&q=define:advertising</a> you get various definitions of "advertising". Most of them indicate that it is the "non-personal" communication of advertising so by definition you are right that paid search is pull technology and not push so shouldn't be classed as advertising. I do take slight umbrage to your statement that paid search doesn't take much creativity. If anything due to it's transparency and accountability it needs far more creativity because there are few hiding places if you get it wrong. Plus you try to get a fantastic message about great products and services across in 95 characters or less, as you do in Google Adwords. I've sat in many a meeting historically with an ad exec. where they are trying to explain poor numbers and saying how good it had been for the "brand". That is baloney. Paid search is doing so well because there is that transparency and accountability. It's because the way people do things is changing that search is benefitting. More people want to communicate on the move, and those agencies that adopt and adapt will be the one's justified to slap backs and whoop and holler. It's not about spending less, it's about spending more sensibly. My paper based Yellow Pages went straight in the bin when it arrived this year because I have broadband at home, leased line at work, a Vodafone Connect card for my laptop and if I am desperate 118500 stored in my mobile. Why would I want to look at something that is out of date before it arrives with me? (Hundreds of business go bust every day). The definition of insanity is to do the same thing over and over and expect to get different results. If you look at mobile, the sale of the 3G licenses was on the face of it the biggest white elephant out there, but slowly the adoption rate is picking up. It's not the industries that the pundits expected that have driven the new demand, it is the younger, B2C, web savvy people and not businesses that are driving the take-up. SMS, picture messaging, local search will be the services demanded of mobile in the years to come. iTV dead? I don't think so, but the way in which it is used will need to change. The concept is still sound. I can't wait to press my red button for the BBC interactive for the upcoming Olympics, I will watch what I want, when I want. Makes me sound egotistical, but ultimately we all know what we like and dislike, and paid search gives people the choice to pull what they want, at a time to suit them. That has been instrumental in the success and I am surprised how few big agencies actually "got" that and didn't dine out on it. I think you nailed the ad agencies attitude on the head. Clients don't know what they don't know. If they rely on the agency to tell or advise where they should spend their money for the best bang for the buck, then if search doesn't figure in that mix then they are ill advised. You can't argue the growth figures. With the transparency of paid search results if it wasn't working you wouldn't continue to spend money on it. Almost every client we have is spending and making proportionately more month on month inspite of it becoming a more competitive arena. Some can't spend more even though they see the benefit because they have committed to other less successful media spends, but that will change. Are you asking is there money in it for the agency or the client? If the agency is looking at it from WIIFM then that tells you why it's not working. The margins are tighter than other forms of "creative" advertising, but success breeds success and there is plenty of money to be made (client/agency/supplier/publisher) for those that understand how everyone can get their just rewards. Kudos and awards would be good, but we are looking after our clients, and kudos from them is much more rewarding. I can't pay my staff with crystal awards. Ad agencies really don't "get" search. Sweeping statement..... maybe. This is because there is no historical reference, few case studies and unless you are in it all the time, why would you get it. The numbers are not that surprising. The figures for 2004 should be even more impressive, so at what point do we put the pillow down our back so the back slaps don't hurt? iTV will have it's day. When the payment method and delivery mechanism changes, and it dovetails with other new media (I hate that term), it will have arrived. Think back to the very first fax machine or telephone. It wasn't until it was interactive that the demand took off. Jim Banks CEO Web Diversity <a href="http://www.webdiversity.co.uk">http://www.webdiversity.co.uk</a>

Look at an onion, it has many layers, peel back one and the onion looks different. Take crime figures. It's not very re-assuring to someone who has just been held at knifepoint and robbed that the figures for violent crime last year are down. Square pegs and round holes. If you visit Google and type http://www.google.com/search?hl=en&lr=&ie=UTF-8&oi=defmore&q=define:advertising you get various definitions of "advertising". Most of them indicate that it is the "non-personal" communication of advertising so by definition you are right that paid search is pull technology and not push so shouldn't be classed as advertising. I do take slight umbrage to your statement that paid search doesn't take much creativity. If anything due to it's transparency and accountability it needs far more creativity because there are few hiding places if you get it wrong. Plus you try to get a fantastic message about great products and services across in 95 characters or less, as you do in Google Adwords. I've sat in many a meeting historically with an ad exec. where they are trying to explain poor numbers and saying how good it had been for the "brand". That is baloney. Paid search is doing so well because there is that transparency and accountability. It's because the way people do things is changing that search is benefitting. More people want to communicate on the move, and those agencies that adopt and adapt will be the one's justified to slap backs and whoop and holler. It's not about spending less, it's about spending more sensibly. My paper based Yellow Pages went straight in the bin when it arrived this year because I have broadband at home, leased line at work, a Vodafone Connect card for my laptop and if I am desperate 118500 stored in my mobile. Why would I want to look at something that is out of date before it arrives with me? (Hundreds of business go bust every day). The definition of insanity is to do the same thing over and over and expect to get different results. If you look at mobile, the sale of the 3G licenses was on the face of it the biggest white elephant out there, but slowly the adoption rate is picking up. It's not the industries that the pundits expected that have driven the new demand, it is the younger, B2C, web savvy people and not businesses that are driving the take-up. SMS, picture messaging, local search will be the services demanded of mobile in the years to come. iTV dead? I don't think so, but the way in which it is used will need to change. The concept is still sound. I can't wait to press my red button for the BBC interactive for the upcoming Olympics, I will watch what I want, when I want. Makes me sound egotistical, but ultimately we all know what we like and dislike, and paid search gives people the choice to pull what they want, at a time to suit them. That has been instrumental in the success and I am surprised how few big agencies actually "got" that and didn't dine out on it. I think you nailed the ad agencies attitude on the head. Clients don't know what they don't know. If they rely on the agency to tell or advise where they should spend their money for the best bang for the buck, then if search doesn't figure in that mix then they are ill advised. You can't argue the growth figures. With the transparency of paid search results if it wasn't working you wouldn't continue to spend money on it. Almost every client we have is spending and making proportionately more month on month inspite of it becoming a more competitive arena. Some can't spend more even though they see the benefit because they have committed to other less successful media spends, but that will change. Are you asking is there money in it for the agency or the client? If the agency is looking at it from WIIFM then that tells you why it's not working. The margins are tighter than other forms of "creative" advertising, but success breeds success and there is plenty of money to be made (client/agency/supplier/publisher) for those that understand how everyone can get their just rewards. Kudos and awards would be good, but we are looking after our clients, and kudos from them is much more rewarding. I can't pay my staff with crystal awards. Ad agencies really don't "get" search. Sweeping statement..... maybe. This is because there is no historical reference, few case studies and unless you are in it all the time, why would you get it. The numbers are not that surprising. The figures for 2004 should be even more impressive, so at what point do we put the pillow down our back so the back slaps don't hurt? iTV will have it's day. When the payment method and delivery mechanism changes, and it dovetails with other new media (I hate that term), it will have arrived. Think back to the very first fax machine or telephone. It wasn't until it was interactive that the demand took off. Jim Banks CEO Web Diversity http://www.webdiversity.co.uk

2004-08-07T13:17:08+01:00

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2004-08-07T13:17:08+01:00