Brooks Jordan - Latest Comments in Let’s Go Big For The Right Reasons

Re: Let’s Go Big For The Right Reasons

brooksjordan — Tue, 03 Mar 2009 02:59:46 -0000

Advertisers may not see or care, but in the meantime advertising as a 1.0 industry crashes down around their heads.

The new quote is: "When brands pay for advertising in social capital, people like it."

Re: Let’s Go Big For The Right Reasons

Taylor Davidson — Tue, 03 Mar 2009 02:43:47 -0000

you're right, it is a big difference in outlook; but I don't think everyone sees that: meaning, not many can see the (huge) nuance in the difference.

and by everyone ... since you asked :) ... I mean most notably advertisers, the app builders, the websites. I don't think people care about the difference in meaning at all; as Ethan is fond in pointing out, "If people liked advertising, brands wouldn’t have to pay for it."

Re: Let’s Go Big For The Right Reasons

brooksjordan — Mon, 02 Mar 2009 23:44:34 -0000

No, actually I think it's a huge difference in outlook (interruption vs engagement), but also in implementation.

Sure, IAB ad units (and their future iterations) will be used in both cases, but what, when, and how, and how that unit is mixed with social media, is/will be completely different when the aim is engagement.

Ads are going to be much closer to content, and so in some cases be less noticeable and in others jump to the foreground.

Re: Let’s Go Big For The Right Reasons

Taylor Davidson — Mon, 02 Mar 2009 22:30:46 -0000

Interruption is difficult to translate to engagement, unless there is a really, really good reason for that interruption; perhaps the key is for that reason to be very, very obvious and powerful to the person being interrupted.

But that's a flippant response; what we're talking about is such a fine line that it comes down to very small details in how it's implemented, right?