Planning in High Heels

Posts Tagged ‘iAd

It’s news to no-one that on-line advertising is in a truly alarming state. Every quarter brings frightening statistics on the revenue shift from display to search and social and on the precipitous decline in click-through rates.  (Currently less than 0.1%) MSNBC recently announced the removal of all banners from its site (although there’s some debate over the definition of a banner).


Infographic documenting a day's browsing courtesy of Isaac Pinnock, Made by Many


Prevailing wisdom in some quarters is that this doesn’t matter very much-that the demise of the display industry validates what so many of us have been saying for so long about the need for engagement versus interruption. That the demise of the banner heralds the rise of the platform; rich, useful and entertaining brand experiences.

I’m a passionate believer in the power of the platform. I think it’s essential that we start to move towards big, business changing digital ideas. The web can transform the way consumers interact with our brands, changing not simply brand perceptions but business models. The challenge is that there are any number of smart, engaging digital platforms out there that simply can’t get traction because no-one stopped at the outset to ask: how will people find us?

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My Tweets

  • @jtwinsor @faris haven't known it as high as 150% but certainly an assumption that you can bill over 100% as agency hours > client hours 2 days ago
  • @faris "Darkness visible". Did Milton predict the AdTech market? Discuss 2 days ago
  • The universe: "We love you" @carrieffisher: "I know" 2 weeks ago
  • @SGroebner @faris indeed. Sometimes we want to minimise friction sometimes we want to maximise experience 4 weeks ago
  • @faris absolutely. Expecting a buy button everywhere to work ignores the different ways people shop different categories. Seldom linear. 4 weeks ago