Re: [projectvrm] Ad Tech Is About To Get Boring, And That’s Good For Marketers | TechCrunch

[Don Marti < >]

begin Don Marti quotation of Sat, Jun 13, 2015 at 09:30:12AM +0300:
> begin Jonathan King quotation of Fri, Jun 12, 2015 at 12:04:07PM -0700:
> > 
> > Good to point out that Apple is actually following a long standing 
> > Microsoft strategy of designing and advocating for privacy as a 
> > competitive differentiator.
> > 
> > http://benlog.com/2007/03/09/microsofts-competitive-advantage-privacy/
> 
> MSFT has a bunch of high-level thought leadership
> privacy woo-woo, and they also have one of
> the easiest real tracking protection features
> (srsly, start up MSIE if you have it, and do this:
> http://blog.aloodo.org/posts/easyprivacy-for-msie/
> ) but somehow they fail to connect.

One half of the missing connection seems to be out:
Mark Penn is no longer at MSFT.

  
http://techcrunch.com/2015/06/17/microsoft-shakes-up-its-leadership-and-internal-structure-as-its-fiscal-year-comes-to-a-close/

Somehow this co. has a best-in-class tracking
protection/ad enabling tool and they aren't making
a big deal out of it.  Maybe whoever takes over that
area can do more with MSIE TPLs.

Related, comments on the recent Reuters Institute
Digital News report:

  Michael Rosenwald
  http://www.cjr.org/analysis/reuters_digital_news_report.php
  "Readers deplore online ads, particularly the
  personalized ones that follow them from site
  to site."

  George Brock
  
http://georgebrock.net/a-few-quick-takeaways-on-the-reuters-institute-digital-news-report/
  "Trust in the news media, or lack of it, is
  inextricably bound up with the credibility of the
  political elite.

  ...

  Enormous numbers of people have installed
  “ad-blocking” software: 47% in the US and 39%
  in the UK."

> (I'm going to start up an app-based car share
> services that automatically detects the people in
> large companies who are working on different parts
> of the same problem, then puts them in the same
> car. It'll be huge!)
> 
> > 
> > > On Jun 10, 2015, at 10:29 AM, Deborah Schultz 
> > > <
 >
> > >  wrote:
> > > 
> > > Well said.  
> > > 
> > > Oh,  the irony that in the end, these issues are making me "yearn" for 
> > > the days of the 60 second spot and only the 60second spot. When we all 
> > > stated - I hate advertising.
> > > 
> > > 
> > > Deborah Schultz
> > > ----------------------------------
> > > 
 
> > > Website | Linkedin: | Twitter 
> > > 
> > > Co-founder YxYY Festival- a unique gathering of geeks and creatives
> > > Founder, T.E.A.M Israel - Advancing Equine Athletics in Israel
> > > Co-founder Tummelvision - podcast exploring culture of the networked 
> > > economy
> > > 
> > > 
> > >> On Wed, Jun 10, 2015 at 5:49 AM, Don Marti 
> > >> <
 >
> > >>  wrote:
> > >> begin Katherine Warman Kern quotation of Wed, Jun 10, 2015 at 
> > >> 07:23:49AM -0400:
> > >> 
> > >> > There are two parts to beating Google at advertising. One is a more 
> > >> > trustworthy device (or medium) yes. The other is the message - 
> > >> > something the industry hasn't even begun to dig into.
> > >> 
> > >> Can't get people to pay attention to the message
> > >> until the scary crap is out of the way.  Speaking of
> > >> Apple...
> > >> 
> > >>   http://thenextweb.com/apple/2015/06/10/uh-oh-apple/
> > >> 
> > >>   Content Blocker is live in iOS 9 beta builds right
> > >>   now, with the menu option explaining that “Content
> > >>   Blockers affect what content is loaded while using
> > >>   Safari” but offering no options until an app that
> > >>   adds blocking functionality is deployed.
> > >> 
> > >> > One of the failures of digital vs. TV is that digital dumbs down the 
> > >> > message.
> > >> 
> > >> Sure, and the rise of "desktop publishing" and
> > >> affordable MIDI synths in the 1980s made for an awful
> > >> several years of print design and recorded music.
> > >> Then people learned how to use them and when not to
> > >> push every button.
> > >> 
> > >> See that TNW article above?  The big ad (which shows
> > >> up with Disconnect turned on) is attention-getting,
> > >> informative, and persuasive.  We're finally getting
> > >> real ads on the web just as everyone is freaking out
> > >> about blocking the crappy ones.
> > >> 
> > >> > And then there's the reach problem referenced in the article:
> > >> > As much as linear TV deliveries are being eaten away at by online 
> > >> > media, the study suggests that a radical reduction in TV spending 
> > >> > can have a deleterious impact on ROI. Per MarketShare's modeling, a 
> > >> > telecom brand that moves 20% of its TV dollars into online display 
> > >> > can expect to see its sales drop 7%, largely as a result of its 
> > >> > diminished reach.
> > >> 
> > >> More good news -- half of web ads are fraudulent, so
> > >> when those get fixed (mostly by tracking protection
> > >> weeding out the low-reputation players) the real ads
> > >> will be a decent choice.
> > >> 
> > >> > K-
> > >> >
> > >> > Katherine Warman Kern
> > >> > @comradity
> > >> >
> > >> > > On Jun 10, 2015, at 1:39 AM, Don Marti 
> > >> > > <
 >
> > >> > >  wrote:
> > >> > >
> > >> > > The fun part would be if they are able to beat Google
> > >> > > in advertising as a side effect of building a more
> > >> > > trustworthy device.
> > >> >
> > >> 
> > >> --
> > >> Don Marti
> > >> http://zgp.org/~dmarti/
> > >> 
 
> > > 
> 
> -- 
> Don Marti                    
> http://zgp.org/~dmarti/
> 
 

-- 
Don Marti 
<
 >
                   
http://zgp.org/~dmarti/
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