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Nigel Hollis's picture

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Nigel Hollis

11 months ago

in How Much Facebook Ad Exposure Is Too Much? on AttentionMax
The funny thing is that I did not intend to add the app just check it out for the latest Point of View on social networks. Still the $100 free advertising will come in handy later this year.
I really am not sure about the efficacy of display ads on FB, only recently have I started to get ads that are in any way relevant to me. You can find the POV here and let me know what I got wrong!
http://www.mb-blog.com/Images/POVAugust2008Soci...
1 reply
maxkalehoff's picture
maxkalehoff Wow, Nigel! You're the first person to respond to me with an entire report! After reading through it, here's the best gem you offer: "The fault may not be with the targeting, however; the advertising may be very relevant to those who see it. Rather, the problem might be that the ads are served up to people at an inappropriate time in an inappropriate place. For example, even though my profile suggests that I am interested in kayaking, that does not mean I want to stop and check out a new boat while I’m in the middle of looking at photos of my buddy’s latest paddling trip. In this respect, advertisers may be reaching the right person with the right message, but is it the right time?"

One thing you should explore further is the resonance of advertising in highly intimate environments. Rich, emotional and disruptive display (or rich media) simply seems totally obtrusive (and usually irrelevant) in highly intimate venues. That's probably why Gmail can actually get away with advertising in the intimate environment of private email -- by sticking with text ads. Facebook, while huge, is still a somewhat closed and intimate environment. Conversely, blogs, which are open, non-intimate venues (from a reader perspective), seem to accept display advertising much better. (Although I tend to dislike any advertising that distracts me from the core content, or simply interrupts.)

2 years ago

in Market Research Is Insufficient; Insights Are Mandatory on AttentionMax
Is research dead without insights? No, but it does not have anywhere near the same value to the purchaser.
However, insight requires data as an input. That data better be "good" or else the insight based on it could be "bad". Combined the two have real value.

3 years ago

in The Problem with Consumer-Generated Media: The Consumer Generates It on AttentionMax
Hi Max,
Thanks for fueling the debate on this one. You make some great points and, as a result, I have created a new post in response. The post is called "A luddite at sea" and can be found here: http://www.mb-blog.com/index.php/2006/04/26/a-luddite-at-sea/

3 years ago

in Microsoft most powerful global brand on Scobleizer
Couple of comments:
First, the Millward Brown Optimor rating is based on the responses of people who buy the category or categories in question. So in the case of software it would be both business and consumer decision makers. Since I know the folks who created the ranking I am biased, but the ranking does reflect the degree to which people value brands in the category and are disposed toward the brand, as well as the financials of the company and the markets in which it operates.
Second, with regard to Mr.Sun's comment, you should get to grips with the fact that China Mobile has nearly as many subscribers in China there are people living in the US. With a good brand and good financials it deserves a position in the top 10, Check out www.mb-blog.com for more details and accept the fact that the world is changing.
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