A Quote by Jerry Della Femina
The Google model of targeted advertising is appealing because it claims to cut down on waste. We need to ask how that efficiency can be brought to creative process.
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Mahalo's business model is advertising. Yahoo, Google, Ask, AOL and MSN are all advertising-based. So I don't see anything wrong with advertising-based search.
While Google has given away pretty much everything it has to offer - from search and maps to email and apps - this has always been part of its greater revenue model: the pennies per placement it gets for seeding the entire Google universe of search and services with ever more targeted advertising.
Advertising will get more and more targeted until it disappears, because perfectly targeted advertising is just information.
There are unlimited opportunities for display advertising. In fact, we're in the process of massive change in the display industry - how it's bought, how it's sold, and how it's targeted.
Google has a very powerful and new advertising model that, for them, prints money.
I heard, one of my producers told me this story where like the Hollywood studios brought all these high-end consultants in to try to figure out how to improve their process and make films more efficiently, and these consultants like studied the process for years and finally came up with this report they put together about how studios can improve the efficiency of their process, and the conclusion was "have the script ready by the time you're shooting.
The traditional model for a company like Coca-Cola is to hire one big advertising agency and essentially outsource all of its creativity in that area. But Coca-Cola does not do it that way. It knows how to manage creative people and creative teams and it has been quite adept at building a network that includes the Creative Artists Agency in Hollywood, which is a talent agency.
Google and Facebook, each in their own way, have revolutionized the delivery of advertising based on search and social networking, creating a sort of anti-Spam: targeted, relevant ads that a consumer might actually welcome rather than spurn.
One thing that I do ask myself when I'm in the creative process is, 'Does the world need this?'
When you think about normal advertising, it's just like, hey, here's a car and, you know, we don't know if you're looking for a car or not. So Google promised that mental state, and then were able to prove that delivering the message at the exact right moment would make someone click on something. So they pioneered the idea that advertising could be profitable on the internet, that a specific, very micromental state could be targeted. And they established the primacy of the click, which has haunted us ever since.
In our case, we focus on quality, and we have a very simple model. If we show fewer ads that are more targeted, those ads are worth more. So we're in this strange situation where we show a smaller number of ads and we make more money because we show better ads. And that's the secret of Google.
Stop looking at the Web as merely a display opportunity and not a way to interact. That does not create a new business model, it just shifts one that isn't growing and is outdated. The reason sites like Google are stealing advertisers from daily newspapers is not because Google has more eyeballs. It's because Google used the interactivity of the Web to deliver a new, better way to advertise.
I think of Google as a set of overlapping things. It's a consumer platform, consumer phenomenon of which search is its fundamental activity, but there are many other things you can do than search... I think of Google as an advertising company who services the broader advertising industry in the ways that you know.
The most inspiring thing for me about Calvin Klein was how subversive the advertising's message was. That's what drove me in my creative process and also in my creating now. The new advertising campaign is Calvin Klein the way I see it today. It's also bringing back the kind of subversive element that I always saw in Calvin Klein's campaigns.
I'm a better musician now, and I rarely practice because age has taught me the value of economy. And I think I'm a better writer now because I don't waste as much time, dilly-dallying and sassafrassin' and sloop and sloppin' and frying eggs. When you start writing, half the time you're just saying howdy to the page. My process now is a little more lean and muscular. I don't waste a lot of time. When I had kids, I learned how much time I had before, and how much time you actually need to do something. If you don't have time, you'll just do it and get it done.
People used to say that advertising wasn't in Google's DNA, and that's obviously not true anymore. They used to say that display advertising isn't in Google's DNA, and that's not true any more.
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