@Matt, so you think all the creative work for display ads will be done by the ad networks?
I think they're going to have a difficult time doing it well enough to truly draw people to the ads and into a larger experience.
Matt Mantey
· 1 year ago
By current design, no. Most networks have focused on the arb opportunity with the media only. Technology facilitates this easy money, so why work hard. Guys like batelle at federated and Matt Freeman at GoFish are more advertiser and publisher-focused bringing richer, deeper creative and charging for it. I think it's a way to evolve the ad network - message from them is, we know your user and media they consume, let us be on the hook for the creative too. I think it's the only growth/differentiation path.
Gary
· 1 year ago
I think you make a good point here. Advertisers are using the same tone that they use in Adwords, and it's doing nothing but polluting the space.
Your quote "We need to think about ads from the perspective of the user." is dead on; we are in the world where the user is in control, and if we don't take the time to engage the user in a then everyone loses.
brooksjordan
· 1 year ago
Would love to hear about it if you see an ad that does engage you, Gary.
All Comments
http://mantey.typepad.com/theinternetisafad/200...
I think they're going to have a difficult time doing it well enough to truly draw people to the ads and into a larger experience.
Your quote "We need to think about ads from the perspective of the user." is dead on; we are in the world where the user is in control, and if we don't take the time to engage the user in a then everyone loses.