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 [...]

Publishers dug the banner hole. Time to dig themselves out.

Photo Credit:http://www.flickr.com/photos/sofiakatariina/1593416193/

About a thousand of us watched a digital ad presentation recently, giant screen looming behind the speaker featuring that day’s Yahoo! home page.  “Who was the advertiser on that page?” the speaker asked as the slide faded a minute later.  Dead silence.  Nobody had noticed.

Whose fault is that?

I’ve heard [...]

Welcome the “Macrostitial” — Because the Real Money is in Emotion

Purists may hate this one but advertisers and publishers should love it:? an online ad that is really a mini website right on the page — letting people engage deeply with brands/products without ever leaving the ad.? I believe this is the future, and we will eventually see this type of advertising in [...]

Video sugar helps the medicine go down

http://www.dynamiclogic.com/mailers/doubleclick/

Hard to argue with the notion that video strengthens brand messaging — the radio guys of the ’40s would surely agree (see new study released today by DoubleClick and Dynamic Logic — OK, yes, they may not be exactly dispassionate 3rd parties on the topic, but neither am I).??? The key, as they [...]