| News for advertising professionals | December 11, 2007 |
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Editor's Viewpoint: Looking back at 2007
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Adam Mazmanian, AAF SmartBrief Lead Editor
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Over the course of 2007, I have been pleased to deliver to you the industry news that matters to your business. Part I of this AAF SmartBrief special year-end report rounds up the most important trends, stories and events of the past year. Part II, which will hit your inbox on Thursday, will provide a glimpse into what's in store for 2008.
In 2007, people began to understand branding as a two-way street. It was the year of the first user-generated Super Bowl spot and the year YouTube became a proving ground for wannabe creatives. Major marketers banded together to rethink the way food products are advertised in media aimed at young people, and in so doing managed to avoid a sticky regulatory battle. AAF and other groups helped change a bill that would have placed onerous restrictions on the way pharmaceuticals are marketed. It was also a year of consolidation in the interactive space, with Microsoft, Yahoo! and Google each making news with their purchases of major independent online advertising services firms. Finally, it was the year advertisers experimented with ads enhanced for DVR playback, and the year that television ratings were expanded to account for time-shifted viewing.
It was also a year of change for the AAF: Murray Gaylord, vice president for marketing at NYTimes.com, was elected chairman of the AAF board of directors, and Frank Cooper III of Pepsi-Cola North America will serve as vice chairman.
Gaylord's projected goals for his two-year term as chairman include a Web-based "AAF University," expanding AAF membership and strengthening the
ADDY® Award brand. The purpose of "AAF University" would be to provide a series of webcasts to inform and educate AAF members in all aspects of advertising,
media marketing and events; a curriculum would be developed with regularly scheduled presentations on a wide variety of topics. Gaylord would also like
to see AAF membership doubled by the year 2010. Based on research presented earlier this year, there are approximately 458,000 individuals working in
the advertising industry. Ten percent of these individuals are represented in AAF membership. "As the unifying voice for advertising with members from
agencies, media and advertisers, I believe we can achieve this goal," Gaylord said.
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| Best of 2007 |  | |
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| | Still giving 100% credit to the "last ad" clicked?
Conversion reporting for the digital industry is known as the "last ad standard" which attributes 100% of the credit for a sale or other conversion to the last ad. Did you know that 9 out of 10 buyers have seen ads across multiple media placements? Cross channel synergies do exist, and can be quantified. Find out more: read Atlas' whitepaper. | |
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| Your Favorite SmartQuotes | | |
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Here are the quotes you shared with colleagues most often during 2007:
    
 | Creativity is so delicate a flower that praise tends to make it bloom while discouragement often nips it at the bud."
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| There is no such thing as a Mass Mind. The Mass Audience is made up of individuals, and good advertising is written always from one person to another. When it is aimed at millions it rarely moves anyone."
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| Develop your eccentricities while you are young. That way, when you get old, people won't think you're going gaga."
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| It's not what the dream is but what the dream does."
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| The quality of a leader is reflected in the standards they set for themselves."
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| A large part of virtue consists in good habits."
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| The mystery of writing advertisements consists mainly in saying in a
few plain words exactly what it is desired to say, precisely as it
would be written in a letter or told to an acquaintance."
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| I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death."
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| If you would persuade, you must appeal to interest rather than intellect."
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| You can tell the ideals of a nation by its advertisements."
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| | Search & Display together boosts conversions by 22%
Are you measuring them together? Or alone. Measuring across channels and investigating all of the touch-points across a campaign will help you make smarter media decisions. An Atlas study showed that users exposed to both search and display ads convert at a rate of 22% higher than search alone. Find out more: read Atlas' conversion story. | |
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Product announcements appearing in SmartBrief are paid advertisements and do not
reflect actual AAF endorsements. The news reported in SmartBrief does not necessarily
reflect the official position of AAF.
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Read more at SmartBrief.com |
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A powerful Web site for SmartBrief readers including:
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| | Recent AAF SmartBrief Issues:
- Monday, December 10, 2007
- Friday, December 07, 2007
- Thursday, December 06, 2007
- Wednesday, December 05, 2007
- Tuesday, December 04, 2007
| | | Lead Editor: Adam Mazmanian
Mailing Address:
SmartBrief, Inc.®, 1100 H ST NW, Suite 1000, Washington, DC 20005 | |
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