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mjmantey
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5 months ago
in What Is The Purpose Of Online Advertising? on AttentionMax
Great question to ask. The answer for online advertising is all of the above.
The "purposes" of traditional media you mention are a made-up nomenclature that turned into pseudo-science spun by crafty salesmen and then into accepted vocabulary so buyers and sellers could converse efficiently. Anecdotal evidence at best to correlate those purposes to actual business outcomes.
Online advertising is DR, brand, re targeting, behavioral, awareness, intent all wrapped into one. But it's hard damn work to sort that all out. Most brands and agencies find it completely overwhelming. Online advertising also takes many formats, so lumping it together is not a productive way to segment. The attributes of search (paid and natural), display, affiliate, email, social network and sponsorships online are all very different.
Bob Greenberg at RG/A had a very relevant column in AdWeak early last year called Funnel Clouding. I commented on that post here http://tinyurl.com/8trbzr.
The "purposes" of traditional media you mention are a made-up nomenclature that turned into pseudo-science spun by crafty salesmen and then into accepted vocabulary so buyers and sellers could converse efficiently. Anecdotal evidence at best to correlate those purposes to actual business outcomes.
Online advertising is DR, brand, re targeting, behavioral, awareness, intent all wrapped into one. But it's hard damn work to sort that all out. Most brands and agencies find it completely overwhelming. Online advertising also takes many formats, so lumping it together is not a productive way to segment. The attributes of search (paid and natural), display, affiliate, email, social network and sponsorships online are all very different.
Bob Greenberg at RG/A had a very relevant column in AdWeak early last year called Funnel Clouding. I commented on that post here http://tinyurl.com/8trbzr.
1 reply
9 months ago
in Rethinking Ad Networks on Brooks Jordan
Thought you might appreciate my simplistic take on ad networks.
http://mantey.typepad.com/theinternetisafad/200...
http://mantey.typepad.com/theinternetisafad/200...
1 reply
brooksjordan
@Matt, so you think all the creative work for display ads will be done by the ad networks?
I think they're going to have a difficult time doing it well enough to truly draw people to the ads and into a larger experience.
I think they're going to have a difficult time doing it well enough to truly draw people to the ads and into a larger experience.
simplified the the landscape reduced the friction to doing business. While
imperfect, those purposes were generally accepted rules that could be
applied to optimize campaigns and drive toward goals. Agree with you totally
that online advertising is DR, brand, re targeting, behavioral, awareness,
intent all wrapped into one -- and that's the problem: it's inefficient to
do business with so many competing purposes. A lot of everything results in
a whole lot of nothing.
One of the interesting side conversations I had with Erwin is the role of
creative. Creative has a dominant influence on the performance of any media,
regardless of the intended goal or purpose. Creatives haven't mastered the
purposes of online media. Creative that doesn't work is perhaps the biggest
reason that display inventory rates are dropping through the floor right
now. Imagine that: if display really, really could perform. But right now,
with few exceptions, it's not.