DISQUS

hypermark · 1 year ago

Hi Mazen,

For what its worth, in a post called 'Advertising 3.0: Madison Avenue and Social Media Marketing,' I attempt to bifurcate between the 2.0 google-ifcation of advertising and the emerging 3.0 model, which I assert looks more like direct mail in the sense that it provides a clear call to action, some basis for urgency, specific engagement parameters, relevant metrics of success around those same parameters and a transparent ROI model.

In the post, I suggest specific tactics for brand advertising versus direct response, and corresponding metrics of success.

Advertising 3.0: Madison Avenue and Social Media Marketing
http://thenetworkgarden.com/weblog/2008/05/adve...

Check out the post if interested.

Mark

andrewparker · 1 year ago

Mazen, great post! I found myself nodding "yes" the whole way through. I'd like to comment on one part in particular you said:

"At some point consumers may even look to control and manage access to their intent data themselves. An opt-in database of user intentions that promises to deliver only relevant content across several mediums would be immensely valuable."

I think the reason this has not happened yet is because the privacy concerns about advertisers access to demographic/behavioral (D/B) data is overstated by vocal privacy-sensitive bloggers. I think the public at large doesn't really care about how their anonymized D/B data is used, and people would actually respond positively to the dissemination of this data to all players in the ad fulfillment chain if it meant that guys stopped getting tampoon ads and people browsing Prius specs online stopped seeing Hummer ads the next time they went to MLB.com.

The key IMHO is not to put the burden of permissioning on the user (opt-in)... instead, show them the value first and then offer the consumer a way to opt-out. One of the larger links on the TACODA homepage is to the NetworkAdvertising.org collective "Opt-Out" page. I think that prominence of the opt-out link is an important part of D/B advertising relationship with the end-consumer.

Jon Aizen · 1 year ago

Mazen,

This is a great analysis of the current state of display advertising, its shortcomings, and what needs to happen to bring effectiveness into this space. You'd probably really like what my company, Dapper (http://www.dapper.net), is doing with our new platform, MashupAds (http://www.mashupads.com). By bringing live, constantly up-to-date content and functionality from an advertiser's site into his display ads, we're enriching publisher websites with new features instead of distracting advertisements. MashupAds dynamically extract content from the publisher's website and use it to query and bring back matching content from the advertiser's site.

Effectively, we're marrying the benefits of display advertising (e.g., brand awareness, plenty of inventory, etc.) with the effectiveness of direct response advertising by enriching the user experience of a publisher's website and delivering content inside an ad that matches the user's intent.

Feel free to connect with me if you're interested in hearing more...

Jon

wrapman · 1 year ago

Why not use the employees external emails to advertise for their own company? This is too obvious and as opposed to outlook stationery WrapMail is server-based, nothing to install.
Also winning over some major clients lately: American Airlines Center and Broward College!
Of course a WRAP could contain 3rd party advertising if appropriate to the senders company - there's a new revenue source!

BloggerBen · 1 year ago

@ wrapman,

I agree. This kind of email advertising is a very covert and affordable (with a lot of punch) way to advertise!

It is what I call "Ambient Advertising". It ties in very closely to what we sometimes think of as poorly place advertisements.

I make the connection here:

http://textrapolate.com/2008/06/take-two-ambien...

dina619 · 1 year ago

Hi Mazen - First of all, very insightful article. Enjoyed reading and agree the future of online advertising is all about co-opetition between the players. I have one thing to clarify though. You mention that J&J launched BabyCenter but they actually acquired BabyCenter in 2001 and they are only one of the 250+ paying advertisers who use the site to gather insights and reach moms. Just wanted to set the record straight.

harsh shah · 1 year ago

Great post. The fluidity of the roles of different players seems inevitable in the face of the exponentially growing market size of internet advertising.

Unfortunately it seems difficult to measure the "efficiency of changing minds" by any metric - which I think is your point. There's a market for companies that nail the best way to measure that concept.

Most of the ideas you bring up in regards to the importance of data will become more important with the rise of the semantic web. It seems that both semantic advertising and the semantic web will not be able to exist without each other - and as a result user data will become essentially the most defensible asset.

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