Re: [projectvrm] Mobile is hitting the nuclear reset button

[Kevin Cox < >]

Many years ago as part of a website usability and acceptance tests on a new product we asked the question. "What could we put on the website that would convince you to subscribe to this service"  - The answer that came back load an clear was - "nothing".

When we then asked what "What would convince you to subscribe" - The answer that came back was often "If I saw it advertised on TV".

Today I expect the answer is more likely to be "if I saw it talked about on Social Media"

One view of advertising is that it is part of the way "the crowd" acquires its collective wisdom about the worth or otherwise of products or services.  It will always have its place and should be embraced as part of the conversation and as one, amongst many, ways to help  groups decide on what is worthwhile. We want it done in ways that help rather than hinder the spread of collective wisdom.

Kevin

On Thu, Apr 10, 2014 at 3:18 AM, Don Marti < " target="_blank"> > wrote:

I'd split the categories into three, not two --
normally I'm a lumper not a splitter, but I think
it's important here.

Category      Offline example              Online example
---------------------------------------------------------
Search        Yellow Pages                 Google AdWords

Signaling     magazine ad, TV spot         Nobody (!)

Direct        direct mail, telemarketing   Everybody (!)

(Personalizing ads makes them less valuable, so
predicting that every ad will be personalized is the
same as predicting a collapse of the ad business.)

Don


begin Datar Sahi quotation of Wed, Apr 09, 2014 at 09:00:43AM -0700:

>
> 2 categories of ads here:
>
> 1 mass reach upper funnel: more content and awareness driven. No call to action and just reinforcing a brand.
> 2 personalized, refined targeting and stronger call to action
>
> Marketers (businesses) need both. Without awareness, you can't achieve efficient actions.
>
> There are very few mass reach plays today all of the fragmentation (consumption habits). Every ad in the future will be personalized.
>
> Datar
>
>
> > On Apr 9, 2014, at 8:45 AM, Don Marti < "> > wrote:
> >
> > Sure, but the Super Bowl as an ad medium was always
> > the most regulated, high-end, and "curated".  Yes,
> > the budgets and production values have gone up and up,
> > but there was never a time when Super Bowl ads were
> > as low-class as say, email spam, or the Facebook ads
> > that older women seem to get:
> >  http://zgp.org/~dmarti/business/facebook-ads/
> >
> > "Times Square outdoor advertising" is a category that
> > has gone from skeevy to high-class, but it seems like
> > a rare exception (that wouldn't have been possible
> > without the economic and legal changes in the whole
> > neighborhood, even the whole city).
> >
> > Don
> >
> > begin Doc Searls quotation of Wed, Apr 09, 2014 at 10:57:04AM -0400:
> >>
> >> There are many distinctions to be made in the advertising business.
> >>
> >> As for Times Square... I dunno. It might be a cultural attainment of some kind, but it's also an exceptions (bold and flashy electronic billboards) that don't generalize well to the whole category. Another is Super Bowl ads. People go to both so they can witness the best exemples of a category they otherwise ignore or avoid.
> >>
> >> Doc
> >>
> >>> On Apr 9, 2014, at 10:46 AM, Jim Bursch < "> > wrote:
> >>>
> >>> Some might argue that billboard advertising has attained a higher value as it has evolved with technology (Times Square comes to mind as another cultural attainment of advertising). And I suspect that billboards are the closest thing to a pure "ad medium" -- as opposed to some other medium to which ads are added. A distinction needs to be made between an "ad medium" and an "advertising-supported medium."
> >>> Jim Bursch
> >>> 310-869-5340
> >>>
> >>> ">
> >>>
> >>> @jimbursch
> >>>
> >>>> On 4/9/2014 7:28 AM, Doc Searls wrote:
> >>>> I agree, though Vogue may be in a tie with other fashion/specialty magazines. The point is that the advertising itself is a kind of editorial, and adds value to the whole thing. Brand advertising at its best does that.
> >>>>
> >>>> Still don't have an answer for Don's question, though.
> >>>>
> >>>> Doc
> >>>>
> >>>> On Apr 9, 2014, at 10:22 AM, Jim Bursch
> >>>> < "> >
> >>>> wrote:
> >>>>
> >>>>
> >>>>
> >>>>> I think of Vogue magazine as the highest cultural attainment of advertising.
> >>>>> Jim Bursch
> >>>>> 310-869-5340
> >>>>>
> >>>>>
> >>>>> ">
> >>>>> http://mymindshare.com
> >>>>>
> >>>>>
> >>>>> @jimbursch
> >>>>>
> >>>>>> On 4/8/2014 11:44 AM, Don Marti wrote:
> >>>>>>
> >>>>>> begin Doc Searls quotation of Tue, Apr 08, 2014 at 11:36:20AM -0400:
> >>>>>>
> >>>>>>
> >>>>>>
> >>>>>>> A fun find in the comments:
> >>>>>>>
> >>>>>>>
> >>>>>>>
> >>>>>>> <http://crappy-mobile-ads.tumblr.com>
> >>>>>> Yes, that's great.  (My favorite is the clippable
> >>>>>> coupon. Yes, just a second while I take a pair of
> >>>>>> bolt cutters to my phone...)
> >>>>>>
> >>>>>> Advertising history question: has there
> >>>>>> ever been an ad medium that has gone from
> >>>>>> crappy/spammy/disreputable to higher value?  Or do
> >>>>>> ad media get burned through never to recover?
> >>>>
> >>>>
> >>>> -----
> >>>> No virus found in this message.
> >>>> Checked by AVG -
> >>>> www.avg.com
> >>>>
> >>>> Version: 2014.0.4355 / Virus Database: 3882/7320 - Release Date: 04/09/14
> >
> > --
> > Don Marti
> > http://zgp.org/~dmarti/
> > ">
>

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