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

[Doc Searls < >]

Watching the Hoffman piece now. Great stuff. First pull-quote: 

> There are people in our business who believe that consumers are 'in love' 
> with brands. They believe consumers want to have' relationships' with 
> brands. They want to have 'brand experiences' and be 'personally engaged' 
> with brands. These people actually believe this. You go to their Twitter 
> profiles (which say) 'I'm passionate about brands.'
> 
> You're what? Dude, get a fucking girlfriend!

Speaking of which, some of the same territory is visited in Linux vs. 
Bullshit <http://www.linuxjournal.com/content/linux-vs-bullshit>.

Doc

On Apr 10, 2014, at 10:16 AM, Don Marti 
<
 >
 wrote:

> Bob Hoffman uses the land-line phone as an example.
> 
> Just because people use something for communication
> doesn't make it a good medium for advertising.
> 
> That's from the "Golden Age of Bullshit" talk, which
> is worth watching, btw...
> 
>  https://www.youtube.com/watch?v=EyTn_DgfcFE&noredirect=1
> 
> Don
> 
> begin Saúl Trujillo Suárez quotation of Thu, Apr 10, 2014 at 01:42:41AM 
> +0100:
>> 
>> Hi guys,
>> Busted: Supercell terminates ad partner for sneakily reselling ad 
>> impressions
>> http://venturebeat.com/2014/04/09/busted-supercell-terminates-ad-partner-for-sneakily-reselling-ad-impressions/
>> “This is not news. It’s happening a lot in this industry. Appia did no 
>> wrong. We have hundreds of advertisers that we work with. I’m telling you 
>> what the facts are,” he said.
>> 
>> Does it mean that mobile ad network can't keen on with demand and are 
>> limited to growth based on ad impressions? Or is it just lack of ad 
>> distribution?
>> 
>> One way or the other, mobile ad network are over performing, under 
>> delivering and very annoying for consumers…
>> 
>> Sent from my iPhone
>> 
>> On 9 Apr 2014, at 23:15, Datar Sahi 
>> <
 >
>>  wrote:
>> 
>> 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/
>>> 
 
>> 
> 
> -- 
> Don Marti                    
> http://zgp.org/~dmarti/
>