That Online Ad Bubble Is Back
ADOTAS EXLUSIVE — Over the last 18 months, there has been a lot of talk about a bubble in online advertising. Fueled by (what was then) Google’s unstoppable growth in stock price, followed by the high valuations of social networking Web sites.
Now it’s official. There is a bubble in online advertising. But not in valuations or IPOs (what IPOs?). In the ability for news worthy press announcements to actual get news coverage.
In the last week, two press releases caught my attention. One announcing the new partnership between a website syndication solution and a major technology website which failed to secure more than a blurb hit, and another deal worth more than $100 million was only mentioned in blogs where the company pushed the announcement (linked to the wire service distribution of the press release).
Announcements that 18 months ago I would sent out to my entire A-list, I might give as an exclusive to one source, and that might not be enough. And I’m not talking about ‘There’s a new VP Finance’ press releases, which I never sent to reporters.
I have looked at the press coverage page of other players in online advertising, particularly ones where I know the monthly retainer is in the five figures, and believe me, the results aren’t better.
So what can be done to get around press release inflation? Here are a few ideas:
Work with publications on targeted pitches – Truth be told, I have always hated the product launch press release. I see its purpose, but then there is the pressure to secure X hits or else. And too often, the product isn’t mature enough yet, but sales want you to get the press release out the door anyhow to drum up leads for the pipeline.
One tactic that I am starting to employ is the use of targeted pitches to specific journalists at certain publications. Usually these are case study-like stories, which are far more effective than product announcement stories, anyhow.
Bylined articles – If there is something that I’m a huge believer in, it’s bylined articles. Though they do not have the lead generation ability of case studies, they are effective in branding the company and the person. They are also a great source of news between press releases.
Videos, videos, videos – In 2002, while working on the client side, a very smart PR agency (Boston-based Greenough Communications – might as well give them credit for it!) recommended that we record a video from our CEO. At the time, it seemed like ‘nice to have’ as opposed to ‘must have’. But today, video is cheaper and easier to produce in-house, and is definitely a ‘must have’.
But videos shouldn’t just be of your CEO giving the corporate pitch (though that’s OK, too, particularly if it’s TechCrunch we’re talking about). Create videos that tell compelling, interesting and funny stories that help get your message out. Even let prospects and the industry see your lighter side.
With the PR bubble we’re experiencing in the online advertising sector, it’s time for us to get creative. But isn’t that the reason we wanted to work in PR in the first place?
Reader Comments.
those target pitches sounds good providing a person can get the desired hits , hopefully the ad bubble will be a better “Help mate”
Leave a Comment
Article Sponsor
More Features
-
Loading ...
Latest News
- Hulu’s Bringing Its “A” Game But… March 19th 2010 ADOTAS – Hulu’s sales team is actively subverting the ad [...] more »
- Yelp! A class-action suit? March 19th 2010 ADOTAS – One of three civil suits against Yelp filed [...] more »
- Viacom Accuses Google; Testing Digital Millennium Copyright Act March 19th 2010 Viacom has accused Google of turning a blind eye to [...] more »
- Google to Leave China April 10th? March 19th 2010 ADOTAS – According to the China Business News, Google Inc [...] more »
- [x+1] Creates The Smartest Tagging System Around March 18th 2010 ADOTAS – Today, if you happen to be at the [...] more »
- IAB’s Video Standards Tackled By ADTECH March 18th 2010 ADOTAS – ADTECH, a part of AOL Advertising and an [...] more »
- Google Search and Mobile and….TV? Oh My! March 18th 2010 ADOTAS – Google wants to dominate your screens…. Not just [...] more »
Features
- Growing Pains March 19th 2010
- For Better or For Worse? March 18th 2010
- Yahoo! Wants to Get More Personal March 17th 2010
- Creative Considerations for the iPad March 16th 2010
- Amazon Leaves Colorado Affiliates Out in the Cold March 12th 2010
Spotlight
AdBidCentral’s CEO, Vivek Veeraraghavan Talks Openly*What was the inspiration to start AdBidCentral? The conditions that inspired AdBidCentral came from a variety of factors in my personal [...] more...
Reader Favorites
Classifieds
- Communications Fellow
- Sr Director, Marketing Services
- Senior Web Analyst
- Account Director
- Director of Analytics
Recent Comments
- Durk Price: This is one early adoption I would do!
- Rolv Heggenhougen: Companies invest a great deal in their website which in many cases is their only
- docreiss: I find it interesting that the author ("Bob") indicates the reader may have the "patients"
- Jedd Gould: I think you miss the point. Publications have to charge because the content most are
