The Geoff Ramsey Brand Promise
Depending upon your perspective, Geoff Ramsey either phones in his presentations by doing essentially the same presentation every time while swapping out stats, or (and this is more likely) he has carefully crafted his personal brand to the degree that Ad-Tech sees fit to call his session “the Geoff Ramsey Experience”.
From my experience, the Geoff Ramsey Experience entails:
- Before beginning the statistics stream, he starts by pointing out that data can be used to make almost any case you like.
- He tests the limits of PowerPoint’s ability to layer big stars, text boxes, clip art and low rez web photos together. Designers in the audience are light-headed by the end.
- Throws in a good sprinkling of jokes. About half are good, the audience is too sleepy, hungry or confused to catch the rest.
- Then a good mix of “So and so said this”, followed by illustrative stat, followed by “don’t believe me, look at these guys (show other market researchers numbers), followed by pointing out that one of the other researchers might be smoking crack.
All told, this comes together to form one of the sessions I always plan to attend.
Now, if you really want to get all the stats from his presentation, I suggest you contact eMarketer and ask for a copy—I’m sure they will help you. Despite the fact that Ramsey specifically said not to take notes, I risked his wrath in order to provide you the stats I know you want.
So here goes (and I make no claims to accuracy here, if you pull these out in a conversation, and look the fool, don’t look at me).
- US growth rate for all media is growing by 3.3% in 2008 (despite an Olympic and Election year).
- US Radio Spending - Revenues have been flat for the past five years. -2.8% growth in 2008.
- Online ad spend passed radio in 2007
- Newspapers -7.9% in 2008 (would be worse if it didn’t include internet newspapers.)
- 80-90% of marketers planning on increasing online adspend
- GM shifting half of budget to online and 1 to 1 marketing in next few years.
- Search & Branding advertising are driving growth. Predicting 22.7% growth in 2008.
- Search is the biggest component of online media spend. ~40%
- 2/3 of households in the US have broadbrand.
- Teens and Millenials spend more time online than with television.
- Effectiveness of television advertising has been dropping. Estimates that TV adspend will be 1/3 as effective as it was in 1990.
- Search is 40% of all online adspend. Google, Yahoo, Microsoft & co. will be doing the same thing for the rest of media.
- 60-80% of americans watch online video at least monthly. emarketer number is 73%.
- 62% of B2B buyers watch online video at work.
- YouTube is top online “at work” brand. Nickelodeon is #10
- people watch an average 4.35 hours a day of television in USA
- Geoff Ramsey watches 1-2 hours of tv a month.
- Ambericans average 2-3 hours a month of internet (wow that seems low)
- hitwise - 1.09% of web uniques are going to video sites. of these 20% account for 2/3 of all watching.
- eMarketer estimates 1.1 billion of online ad spending on video in 2008, just 4% of online ad spend, just 1% of all television spending.
- Broadband video allows for better measurability, targetability and sharability than television.
- Video click through ads have 3-4x the CTR of static gif or jpg ads.
- YouTube - 33% of all online video watching. Over 50% of YouTube watchers are 35+.
- Top categories: News, jokes/bloopers, movie trailers, music videos, tv shows (27% watching full video episodes)
- Video roadblocks: quality content, measurement, business model, scale, video search.
- 50-80% of video watchers say ads are annoying (surprised it isn’t more).
- Make ads short, make them scarce.
- Three ideas to follow:
- 1. Place video footage of your products on your website to provide a more tactile experience.
- 2. place video ads on content video sites, such as YouTube or product category-related sites. “will it blend”
- 3. Create your own webisodes. Example, search YouTube for IBM Mainframe: Art of the Sale.
- Future growth drivers: mobile video (iphone model of real web not WAP changes everything), searchability, social networks blogs integration, new ad models
Geoff left us with one final thought: “I don’t think pre-rolls are the way to go. but no one knows yet what the best solutions will be.”
And scene. Thank you for attending the Geoff Ramsey Experience. Please exit with the back button.
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