News

Are “Experimental” Marketers Doomed?

Written on: October 15th 2008
Author: by Kathleen |
Feed: XML Feed

ADOTAS – Interactive advertisers in the “experimental” category – Web video, mobile phones, gaming and virtual worlds – will be the hardest hit in the economic downturn, according to a report in The Wall Street Journal.

While marketers have allocated a slice of their budgets to these categories in recent years – and while many have been touted as the next big money maker – with hard times ahead those slices are shrinking, and in some cases, disappearing altogether.

Chrysler has slashed its experimental budget by about 50%, the company told the Journal.

Experimental marketing, still in its infancy, may be in for a rude awakening in 2009. Last year, out of the $21.1 billion spent on online advertising in general, about $878 million was allocated to mobile, while a much more diminutive $15 million was spent on widgets and apps. With budgets being slashed left and right, that’s a lot less capital to go around in an increasingly crowded field of players.

Virtual worlds may be the hardest hit, probably because they’re the newest and most untested ad vehicle in the experimental world.

“Virtual worlds are probably one of the things that haven’t been proven effective just yet. I can’t see us selling virtual worlds to anybody right now,” Lars Bastholm, an executive creative director at independent digital marketing shop AKQA, told the Journal.

Reader Comments.

I think this is a bit of a narrow view. While I can certainly agree with the comments on Virtual Worlds, I think the best “experimental” interactive marketing is part of larger campaigns. For example, we’ve launched promotional sites for brands that include so called “experimental” components like widgets, web video and games. These components simply extend and augment the campaign as a whole and work best when they generally aren’t the primary focus. We’ve brought great success to these campaigns because we used these vehicles to enhance the user experience–not stand by themselves.

Posted by Dave Albert | 10:24 pm on October 15, 2008.

No Tags

More News

Does the iPhone need to divorce ATT?

yes

no

no, the iPhone just needs multiple partners.

View Results
Loading ...

Polls Archive

Latest News

Readers weigh in on ATT, ad networks and the iPhone July 2nd 2009 ADOTAS — In our weekly poll, readers overwhelmingly said that [...] more »
Hiring, promotions, location, partnerships and product news July 2nd 2009 ADOTAS — Internet Oldtimers Foundation, Jumptap, eXelate, Kampyle, The Digital [...] more »
OPA large ad units unfurl across the web July 1st 2009 ADOTAS — The Online Publishers Association said a group of [...] more »
Email spam in June worst since 2007 July 1st 2009 ADOTAS — MessageLabs Intelligence released its numbers for June, and [...] more »
Joost becomes YouTube roadkill, starts layoffs July 1st 2009 ADOTAS — Despite reworking its technology to work in a [...] more »
Ad networks, not websites, choked on Michael Jackson news July 1st 2009 ADOTAS — The news of the pop star’s death saw [...] more »
StrongMail doubling down on social media, buys PopularMedia July 1st 2009 ADOTAS — StrongMail has announced that it acquired PopularMedia, a [...] more »

News Archive

Features

Automakers Need to Become Better Conversationalists July 2nd 2009
Affiliates can win in the media buy game July 2nd 2009
Crowd-Sourced Ads: A Measured Response June 28th 2009
Is the government coming for you? June 28th 2009
Customer Loyalty: How to Earn It June 25th 2009

Features Archive

Spotlight

Trust Me – I’m a Professional … SEOADOTAS — At WebMetro we typically provide SEO Action Plans as part of campaigns. As the name implies, an SEO [...] more...

Adotas

Where media buyers start online

Navigation

Supplementary Navigation