Archive for August 6th, 2008

Despite a slumping economy, the future for Web advertising looks bright — if the flow of investment dollars is any indication. But Ad Age reminds us that the overall advertising pot is far from bottomless. Money may be flowing online from the likes of TV and print, but it certainly isn’t an endless flow.

“The inconvenient truth” is that ad budgets are freezing while large clients decide to spend their available dollars on Web development, public relations and database marketing at the expense of paid advertising. After all, ad spending among the top 100 U.S. advertisers last year grew just 1.7%, with measured media up a paltry 0.3% — and most of the top 100 advertisers are still primarily TV and print spenders.

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In an effort to gain a toehold in the lucrative market for shoes that straddle the line between athletic and fashion footwear, Jones Apparel Group Inc.’s Nine West label and sneaker manufacturer New Balance Athletic Shoe Inc. are collaborating on a new line of stylish-yet-casual shoes.

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Product placement and branded entertainment are appealing to marketers for a very good reason - having your product woven into a television show, for instance, potentially offers some very compelling advantages over traditional advertising, especially in the age of the Tivo.

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After months of speculation, the cinematic legend that is Sir Ian McKellen has confirmed that he is indeed preparing to dust off his grey wizard robes and cultivate himself a long, flowing beard to play Gandalf in Guillermo Del Toro’s adaptation of The Hobbit.

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More than 20% of viewers watch some amount of prime-time television online compared to only 6% last fall, according to a new report by Integrated Media Measurement Inc. (IMMI).

In May, for the first time, IMMI also found that a significant segment of the audience for prime-time shows online was not also watching some portion of episodes on TV.

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