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Re: [projectvrm] Intel TV that watches the audience...


Chronological Thread 
  • From: Joe Andrieu < >
  • To: Sean Bohan < >, Edi Immonen < >
  • Cc:
  • Subject: Re: [projectvrm] Intel TV that watches the audience...
  • Date: Fri, 15 Feb 2013 13:44:53 -0800
On Fri, Feb 15, 2013, at 08:42 AM, Sean Bohan wrote:
I have spent most of the last 17 years working in advertising, friends with the Clio and London awards guys and most research with individuals (no  advertising optimization (Wannamaker's 50%) says the same thing - no one wants better ads. They would love to have them better targeted (why am I getting "become a drug counselor ads on FB?") without giving up their privacy.
 
People want better ads. If the ad industry tells itself otherwise just tells me that conventional wisdom is missing the point.
 
Super Bowl, Cosmopolitan, GQ, Computer Shopper. All media where we actually want the ads. Where the ads are content, where, in even the strictest definition, we want better ads. Funnier, sexier, clearer.
 
Even better targeted is better.
 
If you are arguing that nobody wants ads and therefore, nobody wants better ads, well, I think that's also missing the point. Sometimes we do want ads.  Sometimes we don't. When we don't, when they are are a necessary evil, we still want better ones.
 
The vitriolic, ad-hating rants are missing the problem and the opportunity. The problem isn't the ads. It's industrial exploitation. And the opportunity isn't running AdBlocker or its equivalents.
 
The opportunity is to redefine the customer-supplier relationship so that exploitation is less profitable than collaboration. Fix that and bad ads go away. Instead, we'll get more meaningful engagement and conversation.
 
We're generally on the same page, Sean. I just think we waste our efforts when we rail against ads. There's a bigger game afoot.
 
-j
 
 
Ads are a transaction: we get information/entertainment in exchange (hopefully) for our attention. They are a "necessary evil" so we can get our dose of .
 
RE; the Superbowl, a significant number of people watch the ads to be entertained, especially when the biggest single broadcast sporting event of the year isn't that great a game. There is as much promotion for the Superbowl ads as there is for the game itself. Ad guys love to talk about "demand generation" as a capability... which in this case means keeping a significant amount of budget in place for PR for the ad itself... they have to justify the multi-million dollar spend on the production/media buy. It all gives people who could give a rat's ass about Football in general, or either of the teams in particular, a reason to watch the game.
 
The deck is stacked, the game is rigged. The industrial exploitation of the individual happened/is happening. We gave it up without knowing what we had in the first place. There is more money being spent right now by ad tech firms and lobbyists to maintain the status quo than you can imagine.
 
Re: Devices, I want the devices and apps to do FOR me, not TO me. Huge difference.
 
VRM is going to happen, hopefully in the form we have been working towards for the last 6+ years, while these guys are fighting to keep their status quo.
 
On Fri, Feb 15, 2013 at 8:48 AM, Edi Immonen < " target="_blank"> > wrote:
Hi


 
My name is Edi Immonen, and I'm the Founder of Glome. Doc wrote a good piece about us (link below) and I believe it fits into this thread. Glome gives you the power of a media/publisher: control of content, media profile and a business model
 
We are in private alpha now and will soon open up more. If anyone in this list is attending WMC in Barcelona - let's meet. 
 
Perhaps it's time to throw in my 2 cents.
While I generally agree with the sentiment, Sean hit on a pet peeve of mine:
 
On Thu, Feb 14, 2013, at 12:54 PM, Sean Bohan wrote:
No one wants better advertising
 
This simply isn't true. A significant number of people watch the Super Bowl for the ads more than the game.
 
I'd frame this in a different way. People do not hate advertising - they even love brands. It's the way the advertising is done that is freaking us out.
 
and no one wants their devices ratting them out
 
This I agree with. But I argue its poorly framed. The FourSquare app uses my GPS to tell FourSquare exactly where I'm at!
 
The problem with ads isn't the advertising. It's the mindless coopting of otherwise compelling media in hopes of pumping yet another mass consumption idea into millions more consumers' minds.
 
As Doc put it "the human being receiving the advertising is a passive participant in a game played by machines".
 
That's the problem. The massive industrial exploitation of the individual, in the name of progress, profit, and "creating value". It's the very disconnect of mass media that makes the evils of advertising possible.  Push past the mass media, the mass production, the mass consumerism, and maybe we can get to meaningful personal contact again.
 
 
Cheers,
.edi
 
Edi Immonen
Founder, CEO
Glome Inc
twitter: @jemiweb
Skype:  edvard.immonen
 
 
 
 
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Sean W. Bohan
 
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Joe Andrieu
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