Tom GoodwinMember since October 2012 Contact Tom
- Director, Partner Development IPG Media Lab
- New York New York
- 10001 USA
Articles by Tom All articles by Tom
- Six Signs We're In The Postdigital Age Of Advertising in
Online Spin on
One day, advertising will enter a "postdigital age," when the concept and word "digital" will move into the background, where agencies and titles remove that moniker, where conversations switch from the pipes to the content. We're not there yet; we may be five years away.
- Native Advertising Is The Future, But It Means Nothing in
Online Spin on
Everybody is talking about native advertising as the future, but it's a meaningless term that spans two totally different concepts. How about we define it properly?
- Forget The Distractions - What Marketers Really Need To Take From CES in
The biggest mistake we've made thus far is to mindlessly apply old advertising techniques to new platforms. We have to establish new behaviors and best practices toward opportunities that arise with emerging technology. The question is -- what does all of this mean for advertisers and for the long term?
- The Next Big Thing Is Small in
We're in a battle between legacy providers and new incumbents, and the assets that made companies of the past succeed now appear to be liabilities. How do companies best equip themselves for the future? The most transformative technology happens in leaps or paradigm shifts, where the last mover has the advantage because they get to reinvent with the new.
- What If We Reimagined Advertising? in
Reimagination happens when we forget all known constraints and start anew. It's not an improvement or a redesign -- it's literally blowing it all up. I love it.
- Drones Are Marketing's Weapon Of Mass Distraction in
We won't be saving people's lives with ambulance drones soon, we won't be getting Amazon packages via Prime Air ever, and airborne pizza runs are out of the question. Drones for such uses are so critically flawed that to see the amount of press attention they garner makes me concerned about our collective intelligence.
- Why Digital Advertising Will Never Surpass $100B in
All these quotes about "digital advertising surpassing $100B by 2019" are great and all, but what on earth is digital advertising? Even now, the marketplace is rather confusing, let alone what it will be in 2019. Why is a radio ad on Spotify a digital ad, but the same ad on a radio station is a radio ad?
- The Post-Fragmentation Marketing World in
Advertising is a $300 billion-a-year global industry that's working for nobody -- consumers, media owners, agencies or brands -- yet the softly beating pulse of the global recovery means that few have the urgency or brevity to rebuild a system that is not fit for the purpose.
- Snapchat Ads Could Change Everything in
Snapchat just made online ads interesting and new. Snapchat ads give us an entirely new problem: we now need to make ads that people want to see, and we can make them any length, but they can't be shared, commented on and can't lead anywhere. They will disappear within seconds -- and if, as an industry combined we make terrible ads, people won't ever click on them again. I like the idea of this challenge.
- Let's Drop The Words Digital And Social in
Digital remains one of the most powerful and pervasive words in marketing today, which I find odd because it's about the most vague and useless word out there. Social media, content, mobile are not verticals; they are horizontals that cut through every other channel. We need to stop thinking of all these new disciples as channels and start thinking of them as places to optimize existing disciplines.