360° Advertising: the lack of synergies online

By    John Garner on  Saturday, April 11, 2009
Summary: I was just flicking through "The Economist" (An old edition from May 10th Edition 2008) and got stuck on the adverts. Well I work in an interactive Ad agency so I suppose that it's a professional misfortune to make this type of comment. Even though this is from a year ago it still happens that […]

I was just flicking through "The Economist" (An old edition from May 10th Edition 2008) and got stuck on the adverts. Well I work in an interactive Ad agency so I suppose that it's a professional misfortune to make this type of comment. Even though this is from a year ago it still happens that you see ads like this with no URL or at the best a URL that is for the company and not the product. I can't understand why, on so many adverts, which will have cost the companies advertising a fair amount of money, there is no continuity or synergy with the online, no link to a website. I checked 2 consecutive adverts with no URLs, (no links to websites). I then looked through several pages and many had URLs but these two were for HSBC and Chevron had nothing and I can't understand why there would be an advert created for a magazine that could not/would not be relayed on line.

HSBC Premier

When I was working on an automobile account in a web agency recently I found out that less than 5% of the ad budget was spent for online advertising, the majority being spent for TV then outdoors with online getting below 5%. I know many people still spend a lot of time in front of the TV but is 5% a real fit for the Internet currently ? Can you really create an effective online campaign to reach the numbers that are currently spending a large amount of their time online with such a small amount of the overall Ad budget ?

Even if it is an appropriate reflection of how people spend their time, I still deplore the lack of synergy that occurs between TV and outdoor ads versus online. Triggering people's appetite to engage and continue the experience of a well thought through campaign online is so easy and yet so few companies actually do it. How many full blown campaigns that really use the potential for intelligently using TV, outdoors, radio etc. and online come to mind. Very few for most people because that type of synergy between Medias is very rare. Search Engine Optimisation may be a buzz word at the moment as it provides increased numbers of visitors when done properly but synergies the 360° type synergies between offline and online are way more effective in immersing people in your message!

If you can think of some cool synergies in your country please let me know and share the examples !

🙂

Article written by  John Garner

Leave a Reply

Your email address will not be published. Required fields are marked *

Recent Posts

Check out the most recent posts from the blog: 
Wednesday, June 18, 2025
The ONHT Framework for Intermediate users

This Intermediate Guide for the ONHT (Objective, Needs, How, Trajectory) Framework transforms you from someone who uses GenAI into someone who thinks with GenAI by adding the missing cognitive functions that current GenAI lacks. The framework works through three critical pillars – Empathy (understanding all stakeholders), Critical Thinking (challenging assumptions), and Human in the Loop (active partnership). Master these patterns and you'll be solving complex problems others can't even approach, becoming indispensable by designing interactions that produce exceptional results rather than just functional outputs.

Read More
Monday, June 16, 2025
The ONHT Framework: Beginners Guide

Stop getting generic AI responses. Learn the four-letter framework that transforms vague requests into precise results. The ONHT framework: Objective (what problem you're solving), Needs (key information that matters), How (the thinking approach), and Trajectory (clear steps to the answer), teaches you to think WITH AI, not through it, turning "analyse customer feedback" into board-ready insights. Real examples show how adding context and structure gets you from Level 1 basics to Level 3 mastery, where AI delivers exactly what you need.
The difference? Knowing how to ask.

Read More
Sunday, June 15, 2025
The ONHT Framework: GenAI Prompting Solutions That Actually Work for People

GenAI tools are transforming work, but most people get poor results because they don't understand how to communicate with AI built on structured data. This guide is a series of articles that teaches the ONHT framework—a systematic approach to prompting that transforms vague requests into exceptional outputs by focusing on Objectives (what problem), Needs (what information), How (thinking approach), and Trajectory (path to solution). Master this framework and develop an expert mindset grounded in human-in-the-loop thinking, critical analysis, and empathy, and you'll excel with any AI tool, at any company, in any role.

Read More
Sunday, September 24, 2023
The reliability & accuracy of GenAI

I question the reliability and accuracy of Generative AI (GenAI) in enterprise scenarios, particularly when faced with adversarial questions, highlighting that current Large Language Models (LLMs) may be data-rich but lack in reasoning and causality. I would call for a more balanced approach to AI adoption in cases of assisting users, requiring supervision, and the need for better LLM models that can be trusted, learn, and reason.

Read More
crossmenuarrow-down