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From: Troy YoungTo: Brian Morrissey
Re: creative….people love to interact with interesting, attractive, usable things. But, lets pull apart two types of creative that confuse people.First is creative that will always have diminishing marginal returns. The stuff designed to get you to engage with an ad. This is what your DSP guy was talking about. It's not that interesting. It describes most online advertising. Second is creative that delivers increasing marginal returns. Experiences that create dialog and culture. This is the stuff that matters. The web has not done this kind of advertising very well yet. Mostly because it works best when you have a critical mass of attention. And audio. Crafty marketers have delivered cultural moments with with social channels. But it's hard. And rare.
Now, forget creative for a sec. Lets talk about media economics. Everything is media, so it ain't like it used to be and we a have a surplus. Blah blah blah. Let's imagine for a second what it means when we say $1 CPM (what the Web seems to be doing to inventory). For a measly $100 you can speak to 100,000 people. Two football stadiums. My entire home town (almost). There is something ridiculous about this. Are you really buying attention? I doubt it.
Now let's think about a $100 CPM. For a hundred bucks you are talking to a good size auditorium. That starts to make sense, if you have the audience's attention in a meaningful way. So the question is, can you create an experience with your audience that is penetrating and meaningful? If you can, you should get a $100 CPM. I think you can. Will you have to lend your influence? Yes. Can you do it with integrity? For sure.
Is this back to the future, Mutual of Omaha Wild Kingdom stuff? Absolutely. Marketing is hard and expensive because everyone can do it and most people need to do it. Tactics change. Fundamentals don’t.
via digidaydaily.com
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