Friday, January 19, 2007

Random Musings - The "Ad" World Collision

Sorry, this one is not part of the program, but I had to say it!

It’s an exciting and interesting time right now in advertising. Clearly contextual and search based Internet advertising have changed the landscape forever. But with Google (and others) looking to apply their scientific tools to other mediums like radio, print and TV, what will advertising look like in 2015?

At the end of the day, the old advertising model was to interrupt you, get your attention and perhaps get you to buy some things you didn’t know you wanted until you were interrupted! Companies have interrupted us using humor, color, noise and shock value to name just a few. Some of these we enjoy so rather than an interruption, we see it as entertainment. Is that the point of advertising? Probably not, but hey, it makes life interesting. Text links certainly do not, but there is a much higher chance that the link you are looking at is actually relevant to you.

I wonder out loud how things will look. You have the scientific, pay per lead based technology crowd screaming in a bus towards the old school creative crowd in a similar vehicle. One thing is for sure, there will be nowhere for the old schoolers to hide if their advertising campaigns are not producing leads.

Ultimately for business owners, these highly qualified prospects should be better for their bottom line and theoretically cost them less to attract. I just hope we don’t "throw out the baby with the bathwater" to use the old cliche - the world would be a pretty bland place if algorithms decide everything we should and should not see.

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