What? That's Heresy! (Thoughts on Digital Advertising & Marketing)

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Heeeeeeeere’s a dichotomy!

As last year’s fracas between Jay Leno and Conan O’Brien showed us, when it comes to the late night talk shows in the United States there is a great divide between the major players. On one side is Leno the generalist who has an obsession with the numbers, while on the other is his only real head-to-head competitor of the past 17 years, his erstwhile pal David Letterman, who is someone more concerned with the quality of what he is presenting to his audience.
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The iPad: Magazines Reinvented.

Have you got one?
Planning on getting one?
I’d bet you’d find a few good first generation iPads for sale on eBay if you can’t afford the iPad2.
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With age come wisdom, patience,
and a nod toward reality.

When I was a teen and twenty-something, others deemed me a “whiz kid” because of my abilities with computer programming/hacking, digital video systems, and finally interactive advertising creative; unsurprisingly I absolutely believed my own press. Now that I’m in my forties, I have developed one new talent, the capacity to look back with a little honesty. When I was a kid, I was able to figure things out quickly and I could be very effective, but I had great big blind spots that it has taken me twenty years to recognize – and there are undoubtedly others of which I still remain haplessly unaware.
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The creative solution
agencies seek is within.

I can tell you one of the things that keeps you up at night once you’ve reached the “heights” of Chief Creative Officer is, “Where’s the next job going to come from if this one doesn’t work out?” Actually, now that I think about it that was probably my wife whispering to me as I tried to fall asleep. It’s not like there are many openings for that title at any random time given the average number of years a person stays ensconced in the position, considering they define the agency’s style and voice. Well, unless that time is now, which, conveniently, it just so happens to be.
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Merrily, merrily, merrily, merrily,
life is but a stream.

These days, like the old days, it’s all about the numbers. The difference now is we’re talking about opportunistic digits for advertisers and marketers in the tens and hundreds of millions; not just dollars, but numbers of actual human people who like to spend a variety of currencies, even during an economic recession. You want a for instance? Ok, we have all heard that there are well over 500 million active users on Facebook (it’s on all the movie posters), but did you know that half of them log on every day and all of that adds up to over 700 billion minutes per month of captured activity. Moreover, these people take that time not to simply peruse the 900+ million available pages of friends, groups, events, and communities; the average person also creates ninety (90) pieces of content each month and those add up to over thirty billion that are shared in the same time frame.
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The Guildy pleasure for mainstream brands.

Television ratings are way down, eyes are shifting addictively every few minutes to their owners’ mobile devices, people no longer have the patience for a long, passive experience, and so what’s a broadcast-craving brand to do? Well, if you’re Microsoft and Sprint, you expand your advertising from the tube to the ’tubes, recognizing that people still love the classic TV-sitcom format, but want their entertainment to exist in other media. Since you realize the media dictates the mindset and the level of tolerance individuals have, and thus the format needs to adjust in both length and content, you begin to sponsor a high-quality short-form episodic Web series in pretty much the same way you always have on television, but to a much larger, much more loyal audience base.
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