ChasNote

From Max Kalehoff’s latest column at Mediapost:

“So far, with the exception of search, online advertising has failed to find its core purpose. And to characterize the rest of online advertising as a single entity wrongly diminishes the challenge, because there are many online ad formats.

“The solution? Erwin [Erwin Ephron, the 'godfather of modern media planning'] underscored that we’re still lacking fundamental ethnographic research about how people interact with and use online advertising. The problem is that basic. We need to better understand it before we can even begin to think about measuring and connecting it to business performance goals.”

We need to figure out the “native” advertising formats for online media. Rolling cameras on the voice talent creating radio commercials, scripts in hand, wouldn’t make a compelling TV spot, right? We generally turn on the television to watch comedies or dramas starring beautiful people. Great TV commercials are also comedies or dramas starring beautiful people, only shorter. If we log on to the Internet for news, entertainment and information made better by the conversation around it, online advertisers needs to figure out how to do the same — tell their brand stories like the best online publishers do, with content made better by the conversation.

(More on the difference, as I see it, between display advertising and graphical ads.)Domino dvdrip