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.  [...]

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 [...]

Hyper-innovation: great for consumers, except for the advertising

You checked out the ads on TV these days?  Or, like, for the last couple years?

I guess by definition I’m asking folks over the age of 15.  Ask the younger crowd what they watch and see how “idiot” is spelled with just a gaze in reply, unless you’re asking about the last Glee [...]

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 [...]

Finally, more ads in online programming

http://online.wsj.com/article/SB124770791413149107.html

Finally, a full slate of commercials in online shows.? This is where we’re headed.? People will moan and groan.? Purists will damn the defiling of their online sanctuary.? But, c’mon, why should we get to watch commercial-free (or -light) programming online?? The delivery mechanism doesn’t change the basic content, so why should the [...]