Why 47% of Campaigns Fail and How to Make Sure Yours Succeeds
Jon Beattie of Marker is up at the Future of Online Advertising Conference – he’s put together a great summary of a keynote on why 47% of campaigns fail – a summary of the presentation by Greg Stuart at the Future of Online Advertising conference today in New York. Greg is the former CEO, IAB (Interactive Advertising Bureau) and co-author of “What Sticks“.
He claims: Over US$112 billion ad spend is wasted out of a total of $295bn – Advertisers and agencies use the excuse of “publicity” to justify a failed campaign.
Here are the three highlights I liked:
- Did the campaign message get through? 31% of campaigns failed
- Out of 5 advertisers (P&G, J&J, Kraft, Nestle, McDonald’s) that did creative research of online campaigns: 1 was okay; 2 found half didn’t work; 2 all ads failed and had to start again
- McDonald’s took 20 per cent from TV put 13.4% into online kept the rest and increased awareness by 5 per cent when it had previously leveled out using traditional media.
Site of The Week : Tablet Hotels: Unique Hotels for Global Nomads
I’m technically no longer a Yuppie – but in spirit I’m definitely so. When traveling its rare I don’t use Tablet Hotels to see what is new.
My loyalty to airlines is unconditional – mainly motivated by a greed for points. One of the great things about airlines is they are universally bad – with a few exceptions.
Hotels tend to be more consistent and competitive in terms of services. So, take a look at Tablet. I’ve only had one screw-up with them – in the early days — and they fixed it on the spot. On occasions I will find the hotel on Tablet and then skip over to Hotels.com to see if there is a better rate.
If you travel lots, there is nothing better than discovering that cool new hotel that is priced just right.
Redemption – Step One…
Wooohoooooo… (Reuters photo)
Adding Xeros to the Xero…
Congrats to Rod & the team at Xero on getting their listing away. Rod’s leadership has demonstrated that great tech ventures can get funded in NZ outside of the VC market. I’ve been concerned for sometime that the only path for a NZ tech start-up seeking serious money is the VC (I’m a part-time VC).
Here we see another avenue opening up. Diversity in funding sources will drive prosperity by ensuring more businesses are adequately funded to make it to market.
Is this something that could be done with this degree of success in the US market? The listing of a pre-revenue company? Doubt it.
I’ve played a bit with Xero and as a very frustrated user of competitive solutions really liked it. For me online financial solutions have always been less about the logistics of finance – I get other folks to do that. What this is about is business literacy – the ability to clue in to what your business is doing and why. To do this you need to be able to read and comprehend the numbers easily.
Go Team NZ!
4-up! Brilliant! First they pegged Oracle as the likely winner over Luna Rosa. Then, Luna Rosa over Team NZ…
