Blog Posts by Author: Rodney Mayers
Art is Back: Can Creativity Save Us?
Since its inception, the Internet has been billed as “the most measurable” environment for advertising. What that has translated into, in recent history, is all science and no art. Advertisers are stuck in “short-termism” (to quote Rob Norman, Group M CEO), as though every consumer of content is ready to buy now—or will be in the next 30 days.
It is ironic that during an economic downturn—with DJIA down, Consumer Confidence down, and extra money going to pay bills—advertisers are doubling down on tired direct response networks, as though content consumers hadn't tightened their pocket books. Building a consumer's relationship with a brand seems to have all but disappeared.
That Next-Gen Portal Is Closer Than You Think
The rise of Google fundamentally changed Web navigation, nearly making late-'90's-style content portals obsolete. Who would go to a portal to get stale content that doesn't quite fit your interests, when you could search for personally relevant content by keyword? At least that was the idea. But there's still a need for a next generation portal. Let me explain:
Today's content has gone beyond mere Google searches to an on-demand paradigm. Once I find content I like, I can Digg it, Facebook it, MySpace it, and share it with my friends at my virtual water cooler. However, while spending time in social networks has great appeal, ads displayed there aren't any more effective because they show up next to friends' profiles. That leaves a gap between the needs of social networking audiences and the advertisers who fund them.
A truly next gen portal would better serve audiences and advertisers alike. What will that portal look like? It will manifest inside vertical networks or category-specific networks, where you can read the content that matters to you most and discover new content organically, whether or not you know the keywords to bring it to light. For deep engagement, the next gen portal will do some things for you seamlessly, like aggregate all the content in the network and refresh it continuously based on what other users are viewing and on what content topics matter most to you.
Online Video Advertising – Are Virtual DVRs In Our Future?
In the quest to support a bloated and inefficient operational model, broadcasters are actually considering placing more ads into their online video streams. How will consumers respond?
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