Month: January 2013

On the emergence of multidisciplinary advertising teams

New ideas never emerge in a crowd. Despite that fact most advertising agencies keep diversifying their talent pool and overspecializing their teams to death.

I think 2013 is going to be the year that things feel like they are all blur­ring into each other more than ever and is going to cre­ate a lot of chal­lenges for both brands and their agency part­ners as they work togeth­er to fig­ure out how to address the over­laps. —2013: The Year Everything Converged

On data driving advertising innovation

Yet more analysis of the marketing science behind Obama’s reelection

Fred Bucher, who runs the marketing group for Time Warner Cable Media Sales, said the week before Election Day that the Obama campaign began buying spots on TV Land, which he described as “20 networks deep” from the typical presidential campaign buy. Obama’s was no typical presidential campaign, though. The campaign combined its social and digital data with Time Warner’s set-top box data to determine that the people watching TV Land are an untapped voter base of people likely to vote for Obama but not likely to vote in the first place. —Even at CES, Marketers Grapple With Innovative Advertising

On the risks of the quantified-self

Despite critics’ opinions self-measurement will free our minds from petty tasks such as counting calories and leave room for new fields of creative exploration.

Skeptics worry that data harvesters will induce passivity and wan alienation, cocooning compulsive self-trackers inside their feedback loops and subtracting emotion and serendipity from the human equation—the poetry, the ambiguity, the moonbeams in a jar. Thereby reducing life to one long flowchart […] Such low-burning fires don’t excite the imagination. Epic myth and pop culture favor the bold gesture and rash gamble over marbled reason. —Wired Up! Ready to Go!

On publishers rejecting advertising

It’s hard not to consider this the most extended opinion on “traditional” online advertising:

The decision on [removing] advertising was the hardest, because obviously it provides a vital revenue stream for almost all media products. But we know from your emails how distracting and intrusive it can be; and how it often slows down the page painfully. And we’re increasingly struck how advertising is dominated online by huge entities, and how compromising and time-consuming it could be for so few of us to try and lure big corporations to support us. We’re also mindful how online ads have created incentives for pageviews over quality content. — New Year, New Dish, New Media