Comments on: The role of technology in advertising http://www.theequitykicker.com/2008/06/23/the-role-of-technology-in-advertising/ 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: nic http://www.theequitykicker.com/2008/06/23/the-role-of-technology-in-advertising/#comment-2566 nic Mon, 23 Jun 2008 12:38:59 +0000 http://www.theequitykicker.com/2008/06/23/the-role-of-technology-in-advertising/#comment-2566 Chris - thanks for an interesting comment. I guess I feel that in the future it will be harder to have a strong brand overlaying a commodity proposition - there is so much information available to consumers these days that it is really hard unless you have a genuinely good product. To your examples - I suspect that Stella maintains its position through control of the supply chain and lack of meaningful competition, but also wouldn't be surprised to see them moving backwards, and Nike has genuinely good design. Finally - a tailor made brand makes sense for companies that are big enough to merit it, and creativity will remain important, but if you separate that from media buying the world will start to look very different to how it does today. Chris – thanks for an interesting comment. I guess I feel that in the future it will be harder to have a strong brand overlaying a commodity proposition – there is so much information available to consumers these days that it is really hard unless you have a genuinely good product. To your examples – I suspect that Stella maintains its position through control of the supply chain and lack of meaningful competition, but also wouldn’t be surprised to see them moving backwards, and Nike has genuinely good design.

Finally – a tailor made brand makes sense for companies that are big enough to merit it, and creativity will remain important, but if you separate that from media buying the world will start to look very different to how it does today.

]]> By: nic http://www.theequitykicker.com/2008/06/23/the-role-of-technology-in-advertising/#comment-11360 nic Mon, 23 Jun 2008 12:38:00 +0000 http://www.theequitykicker.com/2008/06/23/the-role-of-technology-in-advertising/#comment-11360 Chris - thanks for an interesting comment. I guess I feel that in the future it will be harder to have a strong brand overlaying a commodity proposition - there is so much information available to consumers these days that it is really hard unless you have a genuinely good product. To your examples - I suspect that Stella maintains its position through control of the supply chain and lack of meaningful competition, but also wouldn't be surprised to see them moving backwards, and Nike has genuinely good design. Finally - a tailor made brand makes sense for companies that are big enough to merit it, and creativity will remain important, but if you separate that from media buying the world will start to look very different to how it does today. Chris – thanks for an interesting comment. I guess I feel that in the future it will be harder to have a strong brand overlaying a commodity proposition – there is so much information available to consumers these days that it is really hard unless you have a genuinely good product. To your examples – I suspect that Stella maintains its position through control of the supply chain and lack of meaningful competition, but also wouldn’t be surprised to see them moving backwards, and Nike has genuinely good design.

Finally – a tailor made brand makes sense for companies that are big enough to merit it, and creativity will remain important, but if you separate that from media buying the world will start to look very different to how it does today.

]]> By: Alx Klive http://www.theequitykicker.com/2008/06/23/the-role-of-technology-in-advertising/#comment-2559 Alx Klive Mon, 23 Jun 2008 10:28:11 +0000 http://www.theequitykicker.com/2008/06/23/the-role-of-technology-in-advertising/#comment-2559 Insightful post... the point about 'breaking the link' is good and is already happening. Graphic design marketplaces are springing up online, where designers compete for projects in an open fashion, and we make use of them to develop the 'creative' behind our online ad campaigns. We then manage the buying of this inventory ourselves and use services that auto-optimize our Google advertising (for example), ultimately leading to a far more efficient, effective and economical campaign for our startup. When we need a TV ad, we'll go to the ad agencies... then again, maybe not. Ad agencies need to adapt and acquire, like all the other legacy businesses being affected by the Internet. Insightful post… the point about ‘breaking the link’ is good and is already happening. Graphic design marketplaces are springing up online, where designers compete for projects in an open fashion, and we make use of them to develop the ‘creative’ behind our online ad campaigns. We then manage the buying of this inventory ourselves and use services that auto-optimize our Google advertising (for example), ultimately leading to a far more efficient, effective and economical campaign for our startup. When we need a TV ad, we’ll go to the ad agencies… then again, maybe not. Ad agencies need to adapt and acquire, like all the other legacy businesses being affected by the Internet.

]]> By: Alx Klive http://www.theequitykicker.com/2008/06/23/the-role-of-technology-in-advertising/#comment-11359 Alx Klive Mon, 23 Jun 2008 10:28:00 +0000 http://www.theequitykicker.com/2008/06/23/the-role-of-technology-in-advertising/#comment-11359 Insightful post... the point about 'breaking the link' is good and is already happening. Graphic design marketplaces are springing up online, where designers compete for projects in an open fashion, and we make use of them to develop the 'creative' behind our online ad campaigns. We then manage the buying of this inventory ourselves and use services that auto-optimize our Google advertising (for example), ultimately leading to a far more efficient, effective and economical campaign for our startup. When we need a TV ad, we'll go to the ad agencies... then again, maybe not. Ad agencies need to adapt and acquire, like all the other legacy businesses being affected by the Internet. Insightful post… the point about ‘breaking the link’ is good and is already happening. Graphic design marketplaces are springing up online, where designers compete for projects in an open fashion, and we make use of them to develop the ‘creative’ behind our online ad campaigns. We then manage the buying of this inventory ourselves and use services that auto-optimize our Google advertising (for example), ultimately leading to a far more efficient, effective and economical campaign for our startup. When we need a TV ad, we’ll go to the ad agencies… then again, maybe not. Ad agencies need to adapt and acquire, like all the other legacy businesses being affected by the Internet.

]]> By: The role of technology in advertising | Gearfire.com http://www.theequitykicker.com/2008/06/23/the-role-of-technology-in-advertising/#comment-2557 The role of technology in advertising | Gearfire.com Mon, 23 Jun 2008 10:10:30 +0000 http://www.theequitykicker.com/2008/06/23/the-role-of-technology-in-advertising/#comment-2557 [...] Thomas wrote an interesting post today onHere’s a quick excerptWhat technology might do is break the link between creative services and media buying. That would open up some interesting opportunities for new types of online market place and mass collaboration platforms. [...] [...] Thomas wrote an interesting post today onHere’s a quick excerptWhat technology might do is break the link between creative services and media buying. That would open up some interesting opportunities for new types of online market place and mass collaboration platforms. [...]

]]> By: Ivan Pope http://www.theequitykicker.com/2008/06/23/the-role-of-technology-in-advertising/#comment-2556 Ivan Pope Mon, 23 Jun 2008 10:09:50 +0000 http://www.theequitykicker.com/2008/06/23/the-role-of-technology-in-advertising/#comment-2556 Welcome back! Welcome back!

]]> By: ivanpope http://www.theequitykicker.com/2008/06/23/the-role-of-technology-in-advertising/#comment-11358 ivanpope Mon, 23 Jun 2008 10:09:00 +0000 http://www.theequitykicker.com/2008/06/23/the-role-of-technology-in-advertising/#comment-11358 Welcome back! Welcome back!

]]> By: alan p http://www.theequitykicker.com/2008/06/23/the-role-of-technology-in-advertising/#comment-2555 alan p Mon, 23 Jun 2008 10:08:24 +0000 http://www.theequitykicker.com/2008/06/23/the-role-of-technology-in-advertising/#comment-2555 Nic, you are right but what you are really hearing here is the pain of the dominant "creative" culture within Adland seeing power slip away as the online new technology is far more measurable. Wish we knew what all the measurements meant though ;) Nic, you are right but what you are really hearing here is the pain of the dominant “creative” culture within Adland seeing power slip away as the online new technology is far more measurable.

Wish we knew what all the measurements meant though ;)

]]> By: alan p http://www.theequitykicker.com/2008/06/23/the-role-of-technology-in-advertising/#comment-11357 alan p Mon, 23 Jun 2008 10:08:00 +0000 http://www.theequitykicker.com/2008/06/23/the-role-of-technology-in-advertising/#comment-11357 Nic, you are right but what you are really hearing here is the pain of the dominant "creative" culture within Adland seeing power slip away as the online new technology is far more measurable. Wish we knew what all the measurements meant though ;) Nic, you are right but what you are really hearing here is the pain of the dominant “creative” culture within Adland seeing power slip away as the online new technology is far more measurable.

Wish we knew what all the measurements meant though ;)

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