Comments on: Advertising will change more in the next five years than it did in the last fifty http://www.theequitykicker.com/2007/11/13/advertising-will-change-more-in-the-next-five-years-than-it-did-in-the-last-fifty/ Nic Brisbourne's view from London on venture capital and exploiting change in technology and media Sat, 11 Feb 2012 20:08:00 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: alan p http://www.theequitykicker.com/2007/11/13/advertising-will-change-more-in-the-next-five-years-than-it-did-in-the-last-fifty/#comment-1239 alan p Sat, 17 Nov 2007 11:40:46 +0000 http://www.theequitykicker.com/2007/11/13/advertising-will-change-more-in-the-next-five-years-than-it-did-in-the-last-fifty/#comment-1239 @ Nic....in one of the interviews we did for our Advertising report earlier in the year, one chap came up with a very interesting point - he noted that most of the big Ad agencies "DNA" comes from the evolution of the TV Ad era, and that the future "big beast" Ad agencies of the next era are now just small companies. @ Nic….in one of the interviews we did for our Advertising report earlier in the year, one chap came up with a very interesting point – he noted that most of the big Ad agencies “DNA” comes from the evolution of the TV Ad era, and that the future “big beast” Ad agencies of the next era are now just small companies.

]]> By: alan p http://www.theequitykicker.com/2007/11/13/advertising-will-change-more-in-the-next-five-years-than-it-did-in-the-last-fifty/#comment-11002 alan p Sat, 17 Nov 2007 11:40:00 +0000 http://www.theequitykicker.com/2007/11/13/advertising-will-change-more-in-the-next-five-years-than-it-did-in-the-last-fifty/#comment-11002 @ Nic....in one of the interviews we did for our Advertising report earlier in the year, one chap came up with a very interesting point - he noted that most of the big Ad agencies "DNA" comes from the evolution of the TV Ad era, and that the future "big beast" Ad agencies of the next era are now just small companies. @ Nic….in one of the interviews we did for our Advertising report earlier in the year, one chap came up with a very interesting point – he noted that most of the big Ad agencies “DNA” comes from the evolution of the TV Ad era, and that the future “big beast” Ad agencies of the next era are now just small companies.

]]> By: nic http://www.theequitykicker.com/2007/11/13/advertising-will-change-more-in-the-next-five-years-than-it-did-in-the-last-fifty/#comment-1231 nic Wed, 14 Nov 2007 09:44:16 +0000 http://www.theequitykicker.com/2007/11/13/advertising-will-change-more-in-the-next-five-years-than-it-did-in-the-last-fifty/#comment-1231 Don't get me wrong James, I'm a big believer in CPA, hence the investment in BuyAt. That said it isn't applicable in all situations - a lot of advertising is about building brand as well, and that means other forms of measurement become appropriate. In the Habbo example the advertiser was looking to build awareness of the film (i.e. brand) - there was no purchase or other action that they could tie payment. Don’t get me wrong James, I’m a big believer in CPA, hence the investment in BuyAt. That said it isn’t applicable in all situations – a lot of advertising is about building brand as well, and that means other forms of measurement become appropriate.

In the Habbo example the advertiser was looking to build awareness of the film (i.e. brand) – there was no purchase or other action that they could tie payment.

]]> By: nic http://www.theequitykicker.com/2007/11/13/advertising-will-change-more-in-the-next-five-years-than-it-did-in-the-last-fifty/#comment-11001 nic Wed, 14 Nov 2007 09:44:00 +0000 http://www.theequitykicker.com/2007/11/13/advertising-will-change-more-in-the-next-five-years-than-it-did-in-the-last-fifty/#comment-11001 Don't get me wrong James, I'm a big believer in CPA, hence the investment in BuyAt. That said it isn't applicable in all situations - a lot of advertising is about building brand as well, and that means other forms of measurement become appropriate. In the Habbo example the advertiser was looking to build awareness of the film (i.e. brand) - there was no purchase or other action that they could tie payment. Don’t get me wrong James, I’m a big believer in CPA, hence the investment in BuyAt. That said it isn’t applicable in all situations – a lot of advertising is about building brand as well, and that means other forms of measurement become appropriate.

In the Habbo example the advertiser was looking to build awareness of the film (i.e. brand) – there was no purchase or other action that they could tie payment.

]]> By: James Penman http://www.theequitykicker.com/2007/11/13/advertising-will-change-more-in-the-next-five-years-than-it-did-in-the-last-fifty/#comment-1230 James Penman Wed, 14 Nov 2007 09:32:22 +0000 http://www.theequitykicker.com/2007/11/13/advertising-will-change-more-in-the-next-five-years-than-it-did-in-the-last-fifty/#comment-1230 Morning Nic, It's the CPA bit that's most compelling for me. On a practical level, what if buy.at evolved from a network into a platform from which site owners/entrepreneurs could take a wide range of content (CPA feeds, ads, product specs, competitions, reviews, images, videos etc, etc). This would encourage advertisers to innovate and would unleash creativity in site owners. The growth of social networks has come from the demand side, ie individuals wanting to express themselves or communicate. I think the advertising industry could help unlock a similar pattern of growth if they morphed ad networks into platforms. All CPA, all accountable, low-risk for advertisers etc. Morning Nic,

It’s the CPA bit that’s most compelling for me. On a practical level, what if buy.at evolved from a network into a platform from which site owners/entrepreneurs could take a wide range of content (CPA feeds, ads, product specs, competitions, reviews, images, videos etc, etc). This would encourage advertisers to innovate and would unleash creativity in site owners.

The growth of social networks has come from the demand side, ie individuals wanting to express themselves or communicate. I think the advertising industry could help unlock a similar pattern of growth if they morphed ad networks into platforms. All CPA, all accountable, low-risk for advertisers etc.

]]> By: James Penman http://www.theequitykicker.com/2007/11/13/advertising-will-change-more-in-the-next-five-years-than-it-did-in-the-last-fifty/#comment-11000 James Penman Wed, 14 Nov 2007 09:32:00 +0000 http://www.theequitykicker.com/2007/11/13/advertising-will-change-more-in-the-next-five-years-than-it-did-in-the-last-fifty/#comment-11000 Morning Nic, It's the CPA bit that's most compelling for me. On a practical level, what if buy.at evolved from a network into a platform from which site owners/entrepreneurs could take a wide range of content (CPA feeds, ads, product specs, competitions, reviews, images, videos etc, etc). This would encourage advertisers to innovate and would unleash creativity in site owners. The growth of social networks has come from the demand side, ie individuals wanting to express themselves or communicate. I think the advertising industry could help unlock a similar pattern of growth if they morphed ad networks into platforms. All CPA, all accountable, low-risk for advertisers etc. Morning Nic,

It’s the CPA bit that’s most compelling for me. On a practical level, what if buy.at evolved from a network into a platform from which site owners/entrepreneurs could take a wide range of content (CPA feeds, ads, product specs, competitions, reviews, images, videos etc, etc). This would encourage advertisers to innovate and would unleash creativity in site owners.

The growth of social networks has come from the demand side, ie individuals wanting to express themselves or communicate. I think the advertising industry could help unlock a similar pattern of growth if they morphed ad networks into platforms. All CPA, all accountable, low-risk for advertisers etc.

]]> By: nic http://www.theequitykicker.com/2007/11/13/advertising-will-change-more-in-the-next-five-years-than-it-did-in-the-last-fifty/#comment-1229 nic Tue, 13 Nov 2007 18:04:27 +0000 http://www.theequitykicker.com/2007/11/13/advertising-will-change-more-in-the-next-five-years-than-it-did-in-the-last-fifty/#comment-1229 Thanks James. Some of the stuff going on in virtual worlds like Habbo is exactly as you describe (except for the CPA bit), e.g. in-world events to promote films that people are keen to attend (via their avatars) combined with promotional virtual goods which people buy and take to their virtual rooms to talk about with their friends. Thanks James.

Some of the stuff going on in virtual worlds like Habbo is exactly as you describe (except for the CPA bit), e.g. in-world events to promote films that people are keen to attend (via their avatars) combined with promotional virtual goods which people buy and take to their virtual rooms to talk about with their friends.

]]> By: nic http://www.theequitykicker.com/2007/11/13/advertising-will-change-more-in-the-next-five-years-than-it-did-in-the-last-fifty/#comment-10999 nic Tue, 13 Nov 2007 18:04:00 +0000 http://www.theequitykicker.com/2007/11/13/advertising-will-change-more-in-the-next-five-years-than-it-did-in-the-last-fifty/#comment-10999 Thanks James. Some of the stuff going on in virtual worlds like Habbo is exactly as you describe (except for the CPA bit), e.g. in-world events to promote films that people are keen to attend (via their avatars) combined with promotional virtual goods which people buy and take to their virtual rooms to talk about with their friends. Thanks James.

Some of the stuff going on in virtual worlds like Habbo is exactly as you describe (except for the CPA bit), e.g. in-world events to promote films that people are keen to attend (via their avatars) combined with promotional virtual goods which people buy and take to their virtual rooms to talk about with their friends.

]]> By: James Penman http://www.theequitykicker.com/2007/11/13/advertising-will-change-more-in-the-next-five-years-than-it-did-in-the-last-fifty/#comment-1228 James Penman Tue, 13 Nov 2007 17:52:30 +0000 http://www.theequitykicker.com/2007/11/13/advertising-will-change-more-in-the-next-five-years-than-it-did-in-the-last-fifty/#comment-1228 It would be great if advertisers offered us 'advertiser generated content' that we could better build into the heart of sites. All done on a CPA basis such that the effort needed to generate creative advertising content is rewarded by a low-risk ad model. Yes, there are glimpses of this now in product data feeds and some interactive ads but still pretty crude. Advertising mostly still feels like a ring-fenced area on a site. I'm guessing it's on the way and would be a great help for people building sites. It would be great if advertisers offered us ‘advertiser generated content’ that we could better build into the heart of sites. All done on a CPA basis such that the effort needed to generate creative advertising content is rewarded by a low-risk ad model. Yes, there are glimpses of this now in product data feeds and some interactive ads but still pretty crude. Advertising mostly still feels like a ring-fenced area on a site. I’m guessing it’s on the way and would be a great help for people building sites.

]]> By: James Penman http://www.theequitykicker.com/2007/11/13/advertising-will-change-more-in-the-next-five-years-than-it-did-in-the-last-fifty/#comment-10998 James Penman Tue, 13 Nov 2007 17:52:00 +0000 http://www.theequitykicker.com/2007/11/13/advertising-will-change-more-in-the-next-five-years-than-it-did-in-the-last-fifty/#comment-10998 It would be great if advertisers offered us 'advertiser generated content' that we could better build into the heart of sites. All done on a CPA basis such that the effort needed to generate creative advertising content is rewarded by a low-risk ad model. Yes, there are glimpses of this now in product data feeds and some interactive ads but still pretty crude. Advertising mostly still feels like a ring-fenced area on a site. I'm guessing it's on the way and would be a great help for people building sites. It would be great if advertisers offered us ‘advertiser generated content’ that we could better build into the heart of sites. All done on a CPA basis such that the effort needed to generate creative advertising content is rewarded by a low-risk ad model. Yes, there are glimpses of this now in product data feeds and some interactive ads but still pretty crude. Advertising mostly still feels like a ring-fenced area on a site. I’m guessing it’s on the way and would be a great help for people building sites.

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