A Quote by Susan Wojcicki
I think video advertising is a hugely compelling medium.
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People have romantic notions about television. In the highest realms they think it's some sort of art medium, and it's not. Others think it's an entertainment medium, it's not that either. It's an advertising medium. It's a method to deliver advertising like a cigarette is a method to deliver nicotine.
I used to think about video games, "This is clearly an amazing, new narrative medium, and it's going to be mind-blowing when people get to grips with what's possible within this medium." It took us a century to get really good at film. Video games are at a much earlier stage.
Our job if I can see straight and hear clearly and understand ~ is to make advertising and run advertising that is seen and read and heard ~ and remembered ~ for its reasonable and compelling truth.
The advertising market in China is big and is still growing at a considerable pace. While online video is emerging as a mainstream advertising solution, it still represents a relatively small portion of advertising budget in China.
Television, I would say,
isn't an advertising medium.
It's a selling medium.
I feel a particular sense of responsibility when you're taking something from the magazine directly and putting it in video. You can't be too flat. You need to have personality. You can't just scream out to the viewer. You need to have a fresh take on something or have a new look or have an interesting style, or be so raw that it resonates and is authentic. I think authentic is a good word. It's overused, I know, but I think it comes across in the video medium. If you can make a video authentic, it comes across.
I've had it-the agencies, the winking, the networks, the ratings. Anyone who thinks TV is an art medium is crazy-it's an advertising medium.
Lying and cheating in advertising, in the long run, are commercial suicide. Dishonesty in advertising destroys not only confidence in advertising, but also in the medium which carries the dishonest advertisement. . . . No one can be ill in a community without endangering others; no advertiser can be dishonest without casting suspicion upon others.
TV needs advertising for more than just the money. Advertising plays a significant role in creating a dynamic and vibrant medium and needs to be at the heart of the experience.
The future success of online social networking sites as an advertising medium depends on its acceptance as an advertising vehicle that can deliver a message to a micro-target in a manner that will be well received and that increases the likelihood of interaction.
There is no question that advertising is an art, and manipulation is the art of advertising through the medium of the tape.
The problem with educating in online video is that online video is funded by advertising almost exclusively.
Any time skating was featured in a video game, I ate it up. So around 1997-98, I was shopping this video game idea. I was weighing my options when I went to Activision, but when I saw what they were working on, I said, 'This is exactly what I'd love to be involved with,' and following that gut reaction was hugely successful.
We should want our advertising to be compelling.
We run all kinds of ads, as long as they are clearly marked as advertising when there's ever a question. I think advertising is advertising. If it's 100 percent clear what it is, then, with certain exceptions, I can live with that.
Advertising has moved online, with the rise of the 'advergame.' These are compelling online games, often aimed at the under-15s, designed to promote a high-fat or high-sugar food or drink. Advergames are advertising disguised as entertainment. If they didn't work, the food and drink industry wouldn't be investing in them.
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