The Yankee Group’s 2007 Online Advertising Forecast, released in December, included an interesting segment called “Parity with Television” that compared spending per viewer/user. The study found that in 2006 advertisers spent an average of $276.40 for every television viewer compared with $88.70 for every online user. In 2011, advertisers will spend $313 for every television viewer and $244.40 for online users.
By 2011 online advertising “will account for 78 percent of the normalized television advertising revenue,” the report said. “People are consuming a growing percentage of media online and the ad dollars are going to shift in that direction,” said Daniel Taylor, a Yankee Group analyst.
The data was generated from standard research on the size of the audience and the amount spent. “In TV, there’s a linear relation between audience reach and ad performance; the more people you reach, the more the ad is performing,” Taylor said. “It’s not necessarily the same model with online advertising. When we start tracking interactions with web pages, it’s not just how many saw the page but whether they clicked and how much time they spent on different areas of the site.”
This statement suggests additional data is needed to compare and contrast the TV/online ad spend.
Ron Cicero and Bo Clancey Launch Production House 34North
Executive producers Ron Cicero and Bo Clancey have teamed to launch 34North. The shop opens with a roster which includes accomplished directors Jan Wentz, Ben Nakamura Whitehouse, David Edwards and Mario Feil, as well as such up-and-coming filmmakers as Glenn Stewart and Chris Fowles. Nakamura Whitehouse, Edwards, Feil and Fowles come over from CoMPANY Films, the production company for which Cicero served as an EP for the past nearly five years. Director Wentz had most recently been with production house Skunk while Stewart now gains his first U.S. representation. EP Clancey was freelance producing prior to the formation of 34North. He and Cicero have known each other for some 25 years, recently reconnecting on a job directed by Fowles. Cicero said that he and Clancey “want to keep a highly focused roster where talent management can be one on one--where we all share in the directors’ success together.” Clancey also brings an agency pedigree to the new venture. “I started at Campbell Ewald in accounts, no less,” said Clancey. “I saw firsthand how much work agencies put in before we even see a script. You have to respect that investment. These agency experiences really shaped my approach to production--it’s about empathy, listening between the lines, and ultimately making the process seamless.” 34North represents a meeting point--both literally and creatively. Named after the latitude of Malibu, Calif., where the idea for the company was born, it also embraces the power of storytelling. “34North118West was the first GPS-enabled narrative,” Cicero explained. “That blend of art and technology, to captivate an audience, mirrors what we do here--create compelling work, with talented people, harnessing state-of-the-art... Read More