The hottest advertising topic of the day is digital ad privacy. Mark Zuckerberg brought his suit to Washington last week to answer questions about privacy before Congress and now those interested understand they can turn privacy settings on. Where and how to do it may be a bit of a slog, but at least they know.
Privacy and data analytics are important. Ish. Errant misuse of that data for illegal means is a matter for the law. That is important. But that’s not advertising.
For ad girls and guys, what’s more important to the business is the state of digital creative. It’s horrendous. The worst form of offline ad craft I refer to as “We’re Here” advertising; basically, it tells consumers what you sell and where to buy. The worst form of digital advertising is “Click Here” advertising; it does the same thing but with less effort. The digital ad footprint is expanding in terms of pixels and load but the real estate is still small. Therefore, the creative is ghostly poor. It’s hard to even characterize as creative. Congress should call Bob Greenberg to the mic and ask about that.
Poor digital creative is doing more to hurt the ad business than cookies, opt-outs and database junkies ever will.
Make privacy settings easier to access. Put bad guys behind bars. And fix the damn digital creative.
Tags: Bob Greenberg, digital ad privacy, digital adverting creative, facebook, Mark zuckerburg, opt out setting on facebook. Digital setting on facebool, we are here advertising, we’re here advertising, whats the idea, whatstheidea
July 19, 2018 in Marketing
Repetition is an old saw in the advertising business. Reach and frequency being words we grew up on. Reach is the total target you hit with a message and frequency is the number of times it was seen by said target. If you bonk people on the head enough times with your message, they’ll remember […]
July 18, 2018 in Marketing
My branding thesis is built upon the idea that 90% of marketing communications is hot air. That leaves only 10% for the good stuff: real selling. Also known as “proof” of value. In an ad brief, this might be referred to as “reasons to believe.” Listen to a :60 second radio commercial and pull out […]
July 17, 2018 in Marketing
My brand briefs are filled with heart-warming, heart wrenching twists of a phrase. They are meant to engage the Amygdala. Trust me, they work when it comes to selling brand strategy (one claim, three proof planks.) But unless you are Bob Dylan no consumer is going to remember your poetic brand claim and proof array. […]
July 12, 2018 in Marketing
In the toast at my daughter’s wedding I plan on sharing a smidgeon of marital and parenting advice. A brand planner by trade, I make a living observing behavior then packaging it into small, memorable bits of advice. Toast advice number 1. Don’t use the “H” word. Both my kids should remember this one; it’s […]
July 11, 2018 in Marketing
I’d like to say when it comes to brand planning my philosophy is “listening” but it’s not. Many will tell you the best cultural anthropologists are listeners, observers and silent recorders of behavior. They are. Many brand planners today are expert listeners but not all see. Watching confirms what the ears hear. Observing can add […]
July 10, 2018 in Marketing
My baby girl is getting married in a couple of months and I’ve been wondering what to say in the toast. Stuff about her? Everyone in the room knows her. Stuff about her soon-to-be-husband? Many will know him better than I. Should I lead with a joke? I’m funnier extemporaneously than when I write material. […]
July 6, 2018 in Marketing
Not sure if this is an apocryphal story or not but it certainly sounds legit. There is a 10 A.M, Delta flight out of LaGuardia weekdays that flies into Bentonville, AR home of Walmart. Anybody who is anybody in retail, I’m told, has been on this flight known as the Bentonville Bus. If you want […]