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Revising John Wanamaker

November 2, 2006

Advertise Different, Advertising, Advertising Agency, blogs, Brands, Business, Consumers, Interactive Advertising, Internet, Marketing, Marketing 2.0, Marketing and Advertising Network, Marketing Blogs, Marketing.fm, Research Different, Technology

Thanks for the comments and feedback on this post.It is worth noting that Nielsen measures 10,000 television households which is significantly more than just 10,000 people (as previously suggested in my post). My friend Pace from Nielsen was kind enough to correct me).

John_wanamaker7.jpg

Half the money I spend on advertising is wasted; the trouble is I don’t know which half.
-John Wanamaker, US department store merchant (1838 – 1922)

This famous Wanamaker observation essentially defined Advertising and the business of media buying over the last 50 years. While traditional media measurement has improved significantly since the time of Wanamaker, Nielsen ratings still represent only a small portion of the population (a sample size of approximately 10,000 people).

The advent of interactive media and online measurement has allowed marketers to target advertising messages much more precisely. Morover, it is possible to access comprehensive data on the viewers of your campagin: page views, geographic location, clicks, links, etc.

Is it time that we revised the 50/50 Wanamaker quote? Should it be more like 70/30 now? Please let us know what you think:

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  • http://www.delvegroup.com danny flamberg

    The evolving interactive world represents the prospect for revising this oft-used and oft-abused quotation. But the reality is that the vast majority of advertising is still not not measurable in ways that could connect individuals with brands or in ways that can measure engagement. And there is a healthy amount of online advertising where measurement, either in terms of engagement or in terms of business impact, is dodgy. For the meantime Wannamaker’s comment stands.

  • http://www.delvegroup.com danny flamberg

    The evolving interactive world represents the prospect for revising this oft-used and oft-abused quotation. But the reality is that the vast majority of advertising is still not not measurable in ways that could connect individuals with brands or in ways that can measure engagement. And there is a healthy amount of online advertising where measurement, either in terms of engagement or in terms of business impact, is dodgy. For the meantime Wannamaker’s comment stands.

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