Usable Clicks

7 Minutes to Reinvent the Internet (for Advertising)

Yesterday afternoon I attended an interesting presentation & discussion session hosted by VideoEgg around the idea “7 Minutes to Reinvent the Internet for Advertising.”  7 highly credible engaging speakers were each given 7  minutes each to speak free form on how they believe the advertising industry & related businesses need to reinvent themselves to see success moving forward.  The presenters came at the challenge with different perspectives, likely due to their varied backgrounds (agency, technology, analyst), though a few common themes emerged.

The most interesting theme to me may have been the emerging understanding of the factors that make advertising online such a different beast from traditional media.  Several speakers discussed the clear shared dynamic advertising and media had in traditional forms.  Television, for example, is a full video platform, and a small break in time with what the consumer is watching for another video segment is a natural transition.  Print news as an informative piece even managed to turn advertising into something consumers actively perused for learning about new purchase and sales opportunities.  The Internet, on the other hand, has evolved into a life platform.   Most of the time, users aren’t in the right frame of mind where they are at all receptive to advertising, and they aren’t interacting with content in a way that allows messaging to be digested properly.  Advertisers need to understand this new environment and their audience within, and properly engage the consumer  with respect to the different need states that form in the digital sphere. (more…)

Tags: advertising strategy, branding, internet, marketing, marketing strategy, maslow, media, videoegg

Posted in Strategy | Comments

Why do we waste our time (and why you should do the same)

Last night the UsableClicks guys dropped in at the Boxee meet-up at Webster Hall. We killed two hours with a thousand other Boxee fans (if you don’t know what it is, think of it as a complete entertainment portal for your Apple TV or computer that pulls in web content like Hulu in a Tivo-like format) learning about the new upcoming features and listening to the intense Q/A from the audience. Why do we do it? Why do we kill hours on end learning about products that only a relative handful of people use, that right now has minimal, if any, opportunities to leverage for marketing? (more…)

Tags: boxee, foursquare, marketing, media, outside.in, Trends, twitter

Posted in News, Trends | Comments