A Quote by Mike McCue
If you're Burberry or Gucci, you're not going to run a banner ad. To get brand ad dollars to move to digital, you need to create a beautiful experience.
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The issues for journalism and journalists, we see obvious places where presentation is very different in a digital space from traditional print. If you go to a New York Times homepage, you cannot get to a story about the Ukraine without a click-off on a banner ad or a slide show. They're not alone in that - you think you're clicking on a video about a news event and you have a 30-second ad that you have to watch before you can get to it.
Imagine you're watching '30 Rock' and an ad comes on, but you don't like it. With Hulu Ad Swap, you can actually click the button and trade out the ad. So for the first time ever, a consumer is in control of their ad experience. For us, it's a big win because users are able to take control of what they see.
I'm not an ad-libber. If I'm asked to ad-lib, I can ad-lib forever and it's really fun to do that, but I find that well-written scripts are put together very carefully. Once you start to ad-lib and add words to sentences, there's a slacking that happens. When it's good writing, it's taut. I'm not judging people who do ad-lib.
Advertising is utterly unprofitable, and I could prove it to you in one week. End an ad with an offer to pay five dollars to anyone who writes you that he read the ad through. The scarcity of replies will amaze you.
Brand marketers don't believe that ad-tech companies view brands as true partners. Ad-tech companies think brand marketers are paying attention to the wrong things. And publishers, with a few important exceptions, feel taken advantage of by everyone.
A good ad is one simple idea, with humanity in it, that connects with consumers, that represents the value system of a company and then can connect it with the consumer. We always say a brand is set of shared values. So if you can simply demonstrate your value system as a brand, so that a consumer could say, "Ah, our values line up. I vote for you, brand!" that's a good ad.
So paid media is when you buy an ad - typically in a presidential campaign that will be in Iowa, New Hampshire, the early states. It costs some money to make the ad, but the greatest cost is in actually placing the ad on TV.
YouTube offers the best solution by running an ad before showing the video, but also offering a 'skip ad' button that you can click after five seconds to go directly to the video if you are not interested in the ad. Now, that's what I call consumer sovereignty!
Marketing is selling an ad to a firm. So, in some sense, a lot of marketing is about convincing a CEO, 'This is a good ad campaign.' So, there is a little bit of slippage there. That's just a caveat. That's different from actually having an effective ad campaign.
Business is business. You know how that works. Because stations run on ad money. If they're playing a gay artist, then ad money dries up. So they have to be careful.
You can't just repurpose old material created for one platform, throw it up on another one, and then be surprised when everyone yawns in your face. No one would ever think it was a good idea to use a print ad for a television commercial, or confuse a banner ad for a radio spot. Like their traditional media platform cousins, every social media platform has its own language.
Instead of just purchasing an ad campaign, target test and measure. Give an ad a small try. If the response is enough to pay for the ad, make it larger. With a franchise, ask the most successful franchisees what they did. Ask the bottom five guys what they did and avoid it.
The pledge drive has everything going against it as broadcasting. It's repetitive. It's ad-libbed by people who can't ad-lib. It's about asking for money, which is something nobody wants to hear, even from their own relatives.
Yahoo!, over the years, had been the king of the banner ad.
Publishers can use realtime ad technology to build their brand on the realtime web. Realtime ad technology gets their hottest content in front of users seconds after it is published, ensuring that their content gets shared and becomes viral before their competitors.
And then lo and behold IBM, Apple and Motorola took an ad in all the newspapers, double page ad, and said, announcing the chip that they were now able to manufacture it and that they were going to kill Intel.
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