There is a place for everything (even advertising...)

I got send this link earlier today http://bokardo.com/archives/why-social-ads-dont-work/ with the comment "I can't say I completely agree. It takes a very one dimensional (i.e. transactional) view of online advertising and largely ignores the concepts of campaigns and brand-building."

This started a dialogue it is worth repeating here. I think it is true that we search because we are looking for something and therefore, as the offer may well be for that specific thing that you are looking for, advertising works .

In the same vein, when you are doing something (like socialising, reading news, looking at pictures etc), you are not in acquisition mode (whether for product, service, information or experience) as you are currently having the experience you want. So these ads are less like to perform for us.

The issue for social networks, as well as for many destination sites - both online and mobile, is that while 'branding' is fine as a concept (campaigns, recognition, placement, exposure etc) - with the rise in performance based advertising (CPC or CPA as opposed to straight CPM) - there is a difference in 'performance'.

So, in discussing whether ads work or not, we ned to konw aht we mean by work. If we are to be rewarded on performance and not brand-awareness or presence, then ads provided as part of search search - when you are actively seeking something - will always perform better.

I just wonder if they do as much good for your brand.

The Great Advertising Bandwagon

I am sitting here reading the program for yet-another-mobile-conference (YAMC) which has as its amazing and avant garde theme - advertising!

Ok, let's look at this. Yes, mobile advertising is going to be big. But then again, advertising itself is big. Yes, mobile is the device of the future (event the right now future), we know this.

But with the exception of 'Funniest TV ads from ' shows - I am yet to see advertising as anything other than a freeloader on a content vehicle. And I am afraid that when it comes to mobile advertising, we're busy looking at the freeloader and being amazed and what their potential is, rather than focussing on the vehicle itself and wondering how to make this compelling and engaging and delivering of consumer attention. Which is, after all, what we are after - yes?

Simplistically, we need to continue to focus on behaviour and relevance. As long as we do, we have a chance of creating that engagement and getting that attention. Then, and only then, can we start to monetise the audience by something like advertising. We can also start to monetise it through subscription as well, as is already being successfully done, but we seem to be hung up on mobile.

I want YAMC to look at the core audience proposition. To focus on why they come, and what makes them stay - rather than just the ads. I know we might watch the Superbowl for the ads (or a wardrobe malfunction) but the ads are there for the core content - that's why they pay, that's why they watch, that's why they stay...