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

[Datar Sahi < >]

Hi Don,

Personalized ads make impressions (audiences) more valuable.

Example1: CNN.com has an ad on their homepage for home mortgage loan. Only 
.001% of folks that day are interested in a home loan.
        - Data aggregators inform CNN based on behaviors, credit scores etc 
that they should only target 1000 visitors (impressions) to that site for 
that day. This frees up all other impressions (visitors) so they can receive 
different ads personalized to their data
Example2: Mazda knows you are in-market for a mid-size sedan. They know you 
are graduate degree educated and have high HHI and visit engineering 
blogs/content. They also know you are an environmentally friendly person.
        - They serve you an ad that highlights the gas mileage
        - They serve me an ad that highlights horsepower and cool factor 
based on my data
        - They serve Doc an ad that highlights easy financing and local 
dealer (value and ease of purchase)
Each of the sub bullets above is a personalized ad for the same exact car and 
the advertising community exists to show value in the above.

The biggest cliche in the advertising: Show the right ad to the right person 
at the right time = Personalization.

Incidentally, all of the above can be done at scale and is already happening.

Datar



On Apr 9, 2014, at 10:18 AM, Don Marti 
<
 >
 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/
>