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Shawn Riegsecker

Member since September 2001Contact Shawn

Articles by Shawn All articles by Shawn

Comments by Shawn All comments by Shawn

  • Is Cannes Important? by Michael McLaren (MediaDailyNews on 06/18/2014)

    I couldn't agree more. Being able to reconnect with old friends and meet new ones in a relaxed setting is something the advertising industry is sorely lacking in our uber-intense, deadline-driven world. Unfortunately I made a game-time decision to not go last Friday and am experiencing a lot of FOMO this week. But, based on the pics my crew keeps sending me, it doesn't appear they're missing me too much. :)

  • The Coming Subprime Advertising Crisis by Joe Marchese (Online Spin on 04/17/2014)

    Joe, beautiful article and couldn't agree more. Thanks for framing it with an excellent historical analogy. Our industry needs to get cleaned up and the sooner we can deal with the valueless assets the better it will be for everyone in the industry.

  • IAB Asks Mozilla To Rethink 'Kangaroo Cookie Court' by Wendy Davis (PolicyBlog on 06/25/2013)

    I’m going to disagree with Randall on this, although I respect where he is coming from. The reason I am more in favor of Mozilla’s approach is that third-party cookies have distorted and deteriorated the relationship between the advertiser and consumer and also disintermediated the brand and the publisher. There is a propagation of companies who profit largely by exploiting the publisher’s relationship with its audience and the publisher's data. Yet what is the true advantage (cost or otherwise) for the advertiser to rely on third-party data? If we wake up tomorrow and third-party cookies had just disappeared, what would we do? It would drive the industry to build technology that maximizes the power of first-party data versus relying on a blunt and obtuse tool such as the 3rd-party cookie. There will be a rightful shift in power to agency trading desks that effectively utilize their first-party advertiser data with a publisher’s audience. Tech vendors could bring even more value to this. Further, brands would seek better ways to integrate message into consumers’ experience with publisher content. We’d search for a better canvas for creative, including larger formats and then invest more in dynamic, real-time and interactive content within the units to provide real value to consumers. We, as an industry, would spend more of our time innovating and being creative versus cookie-bombing audiences.

  • Why Can't The Ad-Tech Industry Speak English? by Max Kalehoff (Online Spin on 05/08/2012)

    GREAT article Max. You are shedding light on a significant problem which has led to an unhealthy industry. Obfuscation and techno-speak exist to mask simple methods being used to glean data from quality publishers in order to repurpose in an arbitrage fashion on lower quality publishers. It's not technologically difficult but it does lead to suspect business models. The good news is the light is being shone to the quality publishers about what is truly happening and why we've seen so much value destroyed in the last few years. The future won't be the same as the past as the pendulum begins to swing back in favor of creativity, quality and value-creating business models.

  • The Digital RFP Is A Frustrating Mess by Matt Straz (Online Spin on 12/12/2011)

    Matt/Tom, I believe the oft-quoted Google statistic actually comes from an extensive AAAAs report published in 2009. The report studied the effective commission rate of digital versus broadcast. The link to the PDF is below and the information you seek is on page 15. http://ams.aaaa.org/eweb/upload/catalog/pdfs/MG18.pdf

  • The Digital RFP Is A Frustrating Mess by Matt Straz (Online Spin on 12/12/2011)

    Matt, Excellent article and thanks for shedding light on the biggest issue plaguing our industry. Because of this it's also the reason clients get watered down media strategies on portals, exchanges and networks versus high quality, integrated placements on many niche sites. Frankly, it's just too difficult to pull off. Combine this with clients looking to reduce their spend with their agencies and looking for greater ROI and it's easy to see the stress fractures in our industry. Scaling our industry through collaboration software is the only solution to the problem. The good news is these platforms are ready for prime time in 2012. It's going to be a fun future. Shawn

  • The Productive Narcissism Of Steve Jobs by Kaila Colbin (Online Spin on 11/11/2011)

    Awesome column Kaila.

  • Our Love Affair With DR And Earned Media by Kendall Allen (Online Spin on 08/15/2011)

    Amazing column Kendall and so incredibly spot on. We are at the end of the DR path. Everyone is doing it. All brands and agencies have access to roughly the same technology tools and DR capabilities. In essence, we end up where we began: that the difference ISN'T in the media or the technology, but rather the difference lies in those who create a brand that consumers want to own, engage with and/or be a part of. No amount of targeting or DR advertising will get you there. And without great branding, one is dead with respect to earned media. Apple is the most valued company on the planet, when was the last price/promotion ad you saw them run? Look no further, it ALL comes back to the brand. Figure out how much time are you spending on the branding side of your business versus the direct response and you'll easily determine how valuable (or not) your brand is going to be in the future.

  • New Software Erases Brands And Logos From Your View by dave.b and Max Kalehoff (Online Spin on 11/05/2010)

    Max, Our industry is in a pretty bad state of creative affairs when people are spending time and money to block advertising. Many of the greatest artists in our generation work in advertising yet today's advertising doesn't reflect it. In fact, I believe advertising today, from a creative standpoint, is at an all-time low -- especially on the web. Until artists inside agencies are placed at the top of the organization, we'll continue to get mediocre to bad creative most of the time. The rebellion from artists, engineers and consumers is beginning to happen. The next ten years in our industry will be remembered as the "rise of the creatives" as they will start irreverent creative shops doing things they love, that work for brands and that consumers enjoy seeing and being a part of. Those brands who follow these geniuses will benefit. Success in marketing always has, and always will be, about creative. It's about the art in advertising. Everything else in our industry is just a sideshow.

  • Why Advertising's Future Might Be Too Futuristic For Advertisers by Laurie Sullivan (SearchBlog on 09/29/2010)

    This is a timely column with respect to the future of online advertising. The biggest issue confronting the industry is the over-indulgent and hyper-focus on strict audience buying, click-through and conversion-based metrics at the expense of what builds great and successful brands. Our industry has swung the pendulum too far to the analytical right and lost its way with how to build great brands resonate with consumers for a lifetime. This intense focus on data and not the brand essence and image is a hollow and desolate path that leads to the loss of brand identity and slowly declining market share. I refer to the next decade as "the rise of the creatives". GREAT positioning, messaging and creative is what builds brands consumers want to own and associate with which is what increases market share and conversions. Unfortunately, the online world attempted to marginalize the value of creative (and the creative geniuses in our industry), which has hurt online industry adoption by advertisers. The future will see a return to the understanding of the need to build a brand for the long run, not for the 18 month tenure of the average CMO. The brands who understand this will win significantly over the next 10 years. Those who invest solely based on metrics and conversion will lose. We need to place our industry creative talent back on the pedestal they deserve.

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