Why Highway Billboards Beat Web Banners for Brands

A client just asked me to scrap his banner ad campaign and move the money to highway billboards, and I didn’t try to stop him.

The campaign seeks to improve people’s perceptions of his brand, and even the lowly highway billboard beats banners for that. Internet ad extremists will grouse this is [...]

In the Digital Age, Good ‘Ole TV Looks Great

With the TV upfront ad buying season upon us, you might dismiss the spectacle as little more than a desperate diversion from another traditional medium fighting the digital tide.

That would be a mistake.

Imagine you’re one of those odd marketing ducks still trying to make people feel something different about your product.  [...]

Bye Bye, Traditional Media Buying

There’s no such thing as a banner campaign

(As published by Digiday August 13th, 2012)

We refer to campaigns so often in advertising that it’s easy to forget that presidential elections and, before that, war owned the term. It ties together, usage-wise. War, politics, advertising. A campaign is about beating someone. It is waged. Right there you know it’s special.

We don’t [...]

Brands should move banner money into spam and junk mail

The average response rate for junk mail is 1.38%.

The average click-through rate for marketing email is 6.64%

The average open rate for a thirty-second television commercial is…oh, right, we don’t measure TV spots that way.  Yet.

But that’s precisely how we assign value to ads on humankinds’ most immersive and engaging medium to date.

The average [...]

Yahoo! Finally, a digital ad brands will love.

There’s been a lot said lately about what Yahoo! has done wrong.  Here’s something they’re doing right!

Yesterday, they introduced what they’re calling the Yahoo Living Ad unit for tablets.  Finally, someone is creating ad units that not only take advantage of what digital has to offer (rich, storytelling experiences AND interactivity), [...]

Why brands don’t buy banner ads

I love coffee.  I drink it everyday.

I especially like strong, freshly-brewed coffee.  I seek it out and pay extra for it.  I have a favorite kind, but I generally consume a mix over the course of a week.  A different brand here, an espresso there, a cappucino after dinner.

But flavored coffee [...]