A Quote by Shailesh Rao

Users want relevant content as advertising. As a result, the distinction between advertising and content is going away. All that matters to a user is relevancy. — © Shailesh Rao
Users want relevant content as advertising. As a result, the distinction between advertising and content is going away. All that matters to a user is relevancy.
If we continue to treat content as an extra to information architecture, to content management or to anything else, we miss a bright opportunity to influence users. Content is not a nice-to-have extra. Content is a star of the user experience show. Let’s make content shine.
We are a consumer company and our success is directly linked to our users trusting us. Therefore we have the same incentive as the user: they want to see relevant advertising so their experience of Google is positive and we want to deliver it.
Advertising and content have always been bound together - in print, on television, and on the web. Sure, you can skip the ad - just flip the page, or press 'ffwd' on your DVR. But great advertising, as I've long argued, adds value to the content ecosystem, and has as much a right to be in the conversation as does the publisher and the consumer.
The business model for content is to be paid for it. You can be paid for it either though advertising or subscriptions or some new invention, but right now what we've got is advertising revenue and subscription revenue as the only way to be paid for content.
I think we have to recognize as an industry that users have a lot more choices and can click away to a lot more media. As a result, the advertising we create really needs to be something users want to see.
At Verizon, we've been strategically investing in emerging technology, including Verizon Digital Media Services and OTT, that taps into the market shift to digital content and advertising. AOL's advertising model aligns with this approach, and the advertising platform provides a key tool for us to develop future revenue streams.
Millennials don't want to be bombarded by ads. But what is so interesting to me, though, is how willingly they accept native content. Or native advertising - it's not even native content.
Never stop testing, and your advertising will never stop improving. Testing was used in advertising decades ago. The internet has made testing so easy that every online marketer can use it to improve advertising results. Google content experiment is a free tool for you to do split testing.
Nobody will have control of the media in the future, because user-generated content is going to become the major content.
How advertising is handled has always been a key distinction between low and high order publishing. The higher you stood, the more separate you were from advertising, and, in the logic of snobbery, the greater a premium price the top brands would pay to be in your company.
I don't think content matters at all. Content won't matter unless it matters to the stars. Producers are helpless people... They don't dictate or guide content. It is dictated purely by stars.
The ingredients for great advertising haven't changed since the 'Mad Men' era: Brands win if their advertising is relevant and people like it.
User-generated content is not done by professionals. The best user-generated content eventually becomes those people gravitated in the professional world.
We need to separate marketing messages from content. We need to enforce a clear line between 'editorial' and 'advertising.'
The program is only the excuse to get you to watch the advertising. Without the ads there would be no programs. Advertising is the true content of television and if it does not remain so, then advertisers will cease to support the medium, and television will cease to exist as the popular entertainment it presently is.
We use content-addressing so content can be decoupled from origin servers and, instead, can be stored permanently. This means content can be stored and served very close to the user, perhaps even from a computer in the same room.
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