Paid Media and the End of Advertising


Scott Karp suggests that as online ad prices go up, advertisers will find creating their own media instead of advertising to be a more effective means of marketing and brand-building. He quotes

Believe it or not, Google and Yahoo! don’t always benefit when companies advertise online.

Increasingly, huge advertisers ranging from Dunkin’ Donuts to Anheuser-Busch are trying to lure consumers directly to their own sites with content and promotions — potentially bypassing the largest search engine and top Web portal. Both companies are eager to capture more spending from brand advertisers.

Though Google and Yahoo! are too huge to ignore entirely, the incentives for marketers to try and lure consumers on their own are increasing. Space on the top Web sites is becoming increasingly scarce, and rates for banner ads and video content are rising.

Will be marketing budgets be shifting from advertising to paid media in the near future?


I think that most companies

I think that most companies would be to short sighted and overt about the type and quality of media they create.

big companies are like bloggers

about 1 in 1000 are worth reading on a regular basis. and even then you get tired of them and move on.

It's easier for companies

It's easier for companies like Dunkin Donuts to ween themselves from search engine traffic. I mean, who sits down in front of a computer and says, "What was that round thing with the hole in the middle called?" or in Anhueser Busch's case, "Self, what was that concoction of hops, barley, and I believe it was piss that I drank at the ballpark yesterday?"

So, to that extent, I believe the article is discussing a solution to a problem that largely does not exist.


"Self, what was that concoction of hops, barley, and I believe it was piss that I drank at the ballpark yesterday?"


does not exist

Wellll, from what I've seen there's a lot of naivete out there --either that or a lot of easily amused, commercially insensitive consumers ready & willing to join contrived online "communities." Now, I can see throngs going to a website like Bud's for a discount on a case of new brew or maybe some NASCAR tickets or somesuch, but that's about it. But I was reading somewhere about a company trying to get a community going on their haircare products for teenage girls. Maybe it's just me, but somehow I fail to see the spark in that one.

Yes but you could see

Someone building an agony aunt forum for teenage girls, then using it to promote their hair and beauty products.

agony aunt forum

Sort of like, if you wash your hair with Dazzle-O, it will be easier to get a boyfriend??

It will be very interesting

It will be very interesting to see how this whole trend will evolve. In my opinion only larger companies will take on that, and stronger brands, of course. But I have a sneaky suspicion that smaller entities will become experts or hire experts to help them if this proves to be a worthy exercise in terms of ROI. PPC is still quite 'cheap' and effective in comparison to the more conventional ad methods...

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