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This is very interesting, it seems like now everyone is trying to take the easy way out and believe that what they are doing is “clever”. When in reality it is only hurting them in the long run. Facebook has been a great platform for companies like Zynga, but what did they think was going to happen to their company when Facebook starts to fade? Facebook is not going to last forever and has changed dramatically since they started, just imagine what Facebook is going to consist of in 5 years. It seems like Zynga didn’t put together a proper business plan and any ideas for the future, they are only depending on one platform, which is Facebook. Everyone is trying to accomplish things the easy way out, whether that be in their professional life or personal life. When a company is trying to find the easy way to do things or believe they are being “clever” they normally end up destroying themselves in the process. Companies need to remember that online advertising can be extremely beneficially but if you are only getting people coming to your platform from the third party that company is completely dependable on that particular third party, which means your company is in the hands of someone else. This seems like a high risk to take and nothing I would want if it were my company on the line. Thank you for this insightful article on being “clever”.
From what I can see in our system, most people consume a vast array of content, ranging from what we would consider 'Premium' to what we also call 'remnant' or 'subprime'.
The funny thing is that we still weigh the content more heavily than the person reading it.
Ads are always endemic if they reach the right audience. The concept that Content is Proxy for audience is a vestige of the past, when we didnt have programmatic buying based on audience identity.
The technology exists to make this happen today. But Agencies are still stuck using cookie-based targeting with all of its limitations. As identity-based placements reach the market, look for marketers and agencies to with to a combination of programmatic buying and 1st party data.
It's not an if, it's a when. And it's soon! As in it is already happening...
I agree that "Little House on the Prairie" was a family drama. I was never a fan so it had slipped my mind. But the other shows you mention (all among my favorites when I was younger) are either comedies or shows with a dog or a dolphin as the central characters. Definitely family friendly shows but not in the same family drama category as "The Waltons," "Little House" or "Parenthood."
In a way I see Uber as crowdsourcing for the transportation industry. The masses encroaching upon presumed industry borders: regular people serving as cabbies, regular people making Super Bowl ads. (Taxi drivers and ad creatives not too pleased.) By the way, Barbara, glad you're back in our "serious taxi town."
Patrick-- there's another thing that makes the Uber experience different-- the car could be right near you, but have to go around backed-up one way streets, etc. that could take another 20 minutes. And because there are so many more taxis on the road, sometimes three yellow cabs can pass you by while you stand there waiting for your Uber.
I was recently meeting a friend/former colleague for a quick drink as he was on his way to LaGuargdia. We agreed to meet at a place we like near Madison Square Park. This friend was in from out of town but he lived and we've worked together here for years so he more than knows his way around town. As he began texting that he was running 10 minutes late, then 15 minutes late, then finally a half hour late i texted him, "Where on earth are you coming from that you're running so behind?" "SoHo House." he replied. "SoHo House? There are cabs everywhere around there!" I texted in frustration."Oh," he replied," I don't need a cab, I'm an a Uber but he doesn't know which streets are one way only so we're getting turned around. I'm almost there.!" I was so disgusted I ordered a drink without him. Of course I was dying to ask him how much his Uber charged him to spend 45 minutes driving around in circles from SoHo House to Madison Square Park but that would have been in poor taste. Instead I'm flaming him anonymously here in the comments section of your great article instead! Thanks Barbara. See you soon! Best, pk. Ps. Richie this means you! Ha ha ha!
I read your article. Then, the most amazing thing happened....
You forgot Little House on The Prairie , brady bunch, lassie, gilligans island, flipper, i know there is more that i watched but i cant think of them right now.
Driving tune-in to live sports will be different. At Thuuz Sports, we generate real-time excitement ratings and headlines for sports events. The personalized alerts that we send out when a game gets exciting have motivated up to 15% of our alert recipients to tune into a single game at times. Imagine the impact to advertisers when an audience doubles or triples in size due to the actual entertainment value of the live event. Consumers can be motivated to tune in if the messaging they receive is timely, trusted, and personalized.
Hispanic agencies should be recognized for leading development of total market work. AHAA (Association of Hispanic Advertising Agencies), in fact, has been an active proponent of total market work and education. AHAA helped lead a consortium of marketing trade associations (including ANA) and other industry leaders to define total market, and offer guidance which outlines what total market is and is not.
The “call for entries” just closed for the ANA Multicultural Excellence Awards. New this year is a category for “Total Market” (replacing the more generic “General Market” category). Interestingly, the number of submissions to the total market category was very robust – twenty-five (25) – double the number of entries that the general market category received last year. Even more insightful is the fact that 60 percent of the submission in the total market category were from Hispanic agencies.
As the population of America evolves and the minority becomes the majority, some multicultural agencies are threatened by that fact that general market agencies are invading their turf. But the smarter multicultural agencies view this an opportunity and Hispanic agencies have been particularly active here in developing work for this new total market.
You forgot about Little House on The Prairie.
I like doing it the old fashioned way, hailing a cruising limo. Great column, Barbara.
College loans have very high rates. That is why more and more people take short term personal loan. These loans help people who saved money to pay for their education. And they also help to pay back your college loan. The government has to pay attention on situation with education and they have to know how expensive is education.
Whenever I have ever tried to outsmart myself, myself got outsmarted and dumbed down from there. Thinking it through means all the way through including the alternatives.
If many of the terrific series over the years were up to on line voters (think mental not just mentality) what we would have missed and the rotten tomatoes left on the plate.
No, consumers cannot differentiate snake oil from the shaft. "Native advertising" is betting big bucks on it and has been touted even by some writing at MediaPost. Spam, scam, spam scam and millions of other examples still work.
Under/over. Steve, that piece in the Boston Globe was heartbreaking. Hard to say, then, which is better, which is worse, if Medallion owners are scamming the drivers. Certainly, Uber drivers in NYC do much better financially than medallion drivers. And they do much better than most Uber drivers in the rest of the county, who are happy to have even a shittily paying job, one of several they have to cobble together, if it means they can make their own hours and be their own bosses. It's just hard to see this happening once again-- Uber will go public, make another fortune for the 3 %, off shore whatever administrative jobs they may have, and start squeezing the drivers more and more on pay.
This is a great post, Tyler! While 90% of advertisers currently use some form of programmatic in their marketing plan, we are likely to see a dramatic increase in not only the percentage of advertisers using this platform, but also an increase in total spend.
Your point about cleverness is great and goes beyond just advertising. 20 years ago, I opened a fortune cookie with the saying, "Cleverness is serviceable for everything, sufficient for nothing." (No author).
I would argue that the sooner our culture stops idolizing "cleverness" as a way to fame, fortune and success, the better we will all be. Unfortunately, it infects the our legal, political, academic and business professions to a disturbing degree.
It ups the fear factors and it is fear that has driven animals, including human animals, from the beginning of time to run away from danger and rationalize the other side. The Pied Piper is not about rounding up kids.
Ed, arguably the Friday night CBS series "Mama" in the '50s may well have been the first family drama. "Mama" had no live audience or laugh track and was structured along the lines of "Waltons." "Mama" received much critical acclaim but not the ratings or Emmy success as did "Waltons."
One more thing...."Waltons" probably scored one of the biggest upsets in television history. The show was slotted up against two big hits, "The Flip Wilson Show" on NBC and "The Mod Squad" on ABC. After a slow start, "Waltons" overtook both shows by the end of the first season. "Mod Squad" was canceled. The next year, Flip was gone.
Ed, sometimes I feel as if you and Gary are the last bastions of perspective on shows that had an impact on those of us who are no longer twentysomethings. I remember when TV critic Hal Freeman said on Tom Snyder's "Tomorrow" in 1975: "'The Waltons' is a difficult show to write because it isn't formula."
I have a thought that will probably be scoffed at by the modern-day internet entertainment journalist: "Waltons" is ignored by TCA, the Academy and the mainstream of the entertainment media today because it's a show about a family that loved each other, even through its faults, and where dysfunction didn't equal fun and games.
"Waltons" explored human emotions, real problems that real people experienced, and relationships. Yet, even in the early '80s when the show was in its waning two seasons, you were beginning to read more critics that used adjectives such as "syrupy" and "icky-poo" in their reviews of the show.
We can't seem to have an appreciation in today's society for a family that isn't falling apart or where kids have no respect for their parents or each other. As Dr. Joanne Stephenson recently said, "In our culture today, bad is good."
Thanks for reaffirming that someone in an editorial role still appreciates the value of shows such as "The Waltons."