Advertising, Advertisers, and Google
Friday April 20th's New York Times juxtaposed several articles related to advertising (4/20/2007 section C). The topic of the recent annual 4A Convention (American Assoication of Advertisers) was Accountability and its relationship to Creativity. The ancient Advertising saw is, 'I know that 50% of my advertising investment is wasted, I just don't know which 50% it is.'
As we know, Google, with its Clear Channel and DoubleClick partnership and acquisition, is charging ahead to show the likes of the advertising community what measurement might look like. I guess that we all would enjoy receiving, if we have to receive them at all, commercials both on TV and on our devices that are related to us and our individual preferences. I often hear our Vice President discuss Web 2.0 as millions of markets comprised of dozens of people. The 4As, along with all of us who sell things, are going to have to adjust to this brave new world of Marketing with Customers and no longer Marketing at Customers. I think that Marshall Mcluhan would approve of this trend.