There’s an interesting article in The New York Times today on the growth and viability of programmatic ad exchanges – algorithm based, bidding based systems that finely tune ads to consumer behavior. A buyer of hiking boots might be found on a bowling site, for instance, rather than a bird watching site at a more effective price and click-through, so implies the analysis.
It’s science folks.
Anyway, if online media is getting more predictive, tied to behaviors and data trails, then it stands to reason creative will follow. Here’s a prediction: advertising production is going to flip in the coming years. The big TV shops from holding companies will have fewer creatives than will be found at didge shops. Makers of shorty, bursty digital ads have long been seen as less glamorous than those who create high production videos and network :30s and that may not change. But banners and towers and leaderboard and whatever is next will become more creative and effective – it’s evolution baby. And the need for more units, especially those tailored to the algorithm’s finding, will generate exponential leaps in the need for creative resources at digital shops. Creative will never be algo based, though it will be tried. So the jobs won’t be replaced by the machine — not here.
The tipping point for when creatives at digital shops outnumber those at the BBDOs, Ogilvys and Greys is coming. I bet it will happen by 2016. Peace.
November 20, 2017 in Marketing
I’m a big proponent of something I call Meme Metrics. Wikipedia defines a meme as “A meme (/ˈmiːm/ MEEM) is an idea, behavior, or style that spreads from person to person within a culture — often with the aim of conveying a particular phenomenon, theme, or meaning represented by the meme.” As a blogger who […]
November 17, 2017 in Brand Strategy
I’ve been on a little discovery jag lately. When you are a consultant and freelance for ad or branding agencies, you must often use discovery methodologies with which you are unfamiliar. You do it then calibrate your brain to cill the insights needed to write the brief. A brief that may, also, not be yours. […]
November 14, 2017 in Marketing
Radhika Jones was named editor in chief of Vanity Fair magazine yesterday. Vanity Fair is a literary brand with few global peers. Magazine brands like The New Yorker and Vanity Fair have a history of long standing editors, people who sit atop the title for decades. Great magazines get branding. When asked about her plans […]
November 13, 2017 in Marketing
I just read an interesting study on brand recall. The methodology used saw consumers attempt to draw from memory brand logos. Starbucks, Target, Apple, Adidas, etc. are apparently hard to recreate when asked to put pen to paper. Much easier I would imagine, would be creating logos when given marks and type from a sort […]
November 9, 2017 in Marketing
Before there was Google Maps, before there was Waze, before Siri, we used to be get into cars and drive to places we had never been before, without software. Only a couple hundred years ago we navigated by trails, celestial guides and landmarks. Branding is a little old school like this. We create trails that […]
November 7, 2017 in Brand Strategy
Brand planners at agencies have two jobs. One job is to assist with new business strategy where they mine insights that make it easier for consumers to like, want and buy a brand. The other type of brand planner runs day-to-day tactical business. These are the day-planners. Once the master strategy is in place, […]
November 6, 2017 in Marketing
Organizational Design is a shiny new business thing. A number of smart brand planners and digital raconteurs have noticed that many corporations are floundering using old org charts and technology. Old infrastructural assumptions. So these new change agents are hoping to consult their way to new revenue streams as org design consultants. Ten years ago […]