By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
SmartData Collective
  • Analytics
    AnalyticsShow More
    predictive analytics in dropshipping
    Predictive Analytics Helps New Dropshipping Businesses Thrive
    12 Min Read
    data-driven approach in healthcare
    The Importance of Data-Driven Approaches to Improving Healthcare in Rural Areas
    6 Min Read
    analytics for tax compliance
    Analytics Changes the Calculus of Business Tax Compliance
    8 Min Read
    big data analytics in gaming
    The Role of Big Data Analytics in Gaming
    10 Min Read
    analyst,women,looking,at,kpi,data,on,computer,screen
    Promising Benefits of Predictive Analytics in Asset Management
    11 Min Read
  • Big Data
  • BI
  • Exclusive
  • IT
  • Marketing
  • Software
Search
© 2008-23 SmartData Collective. All Rights Reserved.
Reading: Has Online Advertising Lost Its Schwerpunkt?
Share
Notification Show More
Latest News
ai software development
Key Strategies to Develop AI Software Cost-Effectively
Artificial Intelligence
ai in omnichannel marketing
AI is Driving Huge Changes in Omnichannel Marketing
Artificial Intelligence
ai for small business tax planning
Maximize Tax Deductions as a Business Owner with AI
Artificial Intelligence
ai in marketing with 3D rendering
Marketers Use AI to Take Advantage of 3D Rendering
Artificial Intelligence
How Big Data Is Transforming the Maritime Industry
How Big Data Is Transforming the Maritime Industry
Big Data
Aa
SmartData Collective
Aa
Search
  • About
  • Help
  • Privacy
Follow US
© 2008-23 SmartData Collective. All Rights Reserved.
SmartData Collective > Uncategorized > Has Online Advertising Lost Its Schwerpunkt?
Uncategorized

Has Online Advertising Lost Its Schwerpunkt?

Daniel Tunkelang
Last updated: 2008/11/25 at 5:57 PM
Daniel Tunkelang
2 Min Read
SHARE

I just ran into an intersting post by Vidsense CEO Jaffer Ali entitled “Has Online Advertising Lost Its “Schwerpunkt”?” Its premise: “Creativity and strategic thinking and planning have become subservient to technology under the guise of analytics.” Part of his evidence includes the how marketers evaluate advertising agencies:

In 2005, those marketers surveyed listed the order of qualities they looked for in their agencies:

1. Quality of Creative …

More Read

big data improves

3 Ways Big Data Improves Leadership Within Companies

IT Is Not Analytics. Here’s Why.
Romney Invokes Analytics in Rebuke of Trump
WEF Davos 2016: Top 100 CEO bloggers
In Memoriam: Robin Fray Carey

I just ran into an intersting post by Vidsense CEO Jaffer Ali entitled “Has Online Advertising Lost Its “Schwerpunkt”?” Its premise: “Creativity and strategic thinking and planning have become subservient to technology under the guise of analytics.” Part of his evidence includes the how marketers evaluate advertising agencies:

In 2005, those marketers surveyed listed the order of qualities they looked for in their agencies:

1. Quality of Creative Content
2. Price/Cost
3. Innovation and Strategic value
4. Traditional print, offline services
5. Sophisticated analytics/measurement
6. Proficiency in emerging/interactive

In 2008 the results of the same survey were quite different:

1. Sophisticated analytics/measurement
2. Proficiency in emerging/interactive
3. Price/Cost
4. Quality of creative (virtual tie with price/cost)
5. Traditional print, etc.
6. Innovation and Strategic value

It’s a bit of a curmudgeonly piece, but it rings true. In the heat of web analyitics, we sometimes forget that attention isn’t just a commodity but represent real human beings exercising free will. Nice to see this coming from someone who sells ads on a Pay-Per-Click (PPC) basis.

Link to original post

Daniel Tunkelang November 25, 2008
Share this Article
Facebook Twitter Pinterest LinkedIn
Share

Follow us on Facebook

Latest News

ai software development
Key Strategies to Develop AI Software Cost-Effectively
Artificial Intelligence
ai in omnichannel marketing
AI is Driving Huge Changes in Omnichannel Marketing
Artificial Intelligence
ai for small business tax planning
Maximize Tax Deductions as a Business Owner with AI
Artificial Intelligence
ai in marketing with 3D rendering
Marketers Use AI to Take Advantage of 3D Rendering
Artificial Intelligence

Stay Connected

1.2k Followers Like
33.7k Followers Follow
222 Followers Pin

You Might also Like

big data improves
Big DataJobsKnowledge ManagementUncategorized

3 Ways Big Data Improves Leadership Within Companies

6 Min Read
Image
Uncategorized

IT Is Not Analytics. Here’s Why.

7 Min Read

Romney Invokes Analytics in Rebuke of Trump

4 Min Read

WEF Davos 2016: Top 100 CEO bloggers

14 Min Read

SmartData Collective is one of the largest & trusted community covering technical content about Big Data, BI, Cloud, Analytics, Artificial Intelligence, IoT & more.

ai in ecommerce
Artificial Intelligence for eCommerce: A Closer Look
Artificial Intelligence
ai is improving the safety of cars
From Bolts to Bots: How AI Is Fortifying the Automotive Industry
Artificial Intelligence

Quick Link

  • About
  • Contact
  • Privacy
Follow US

© 2008-23 SmartData Collective. All Rights Reserved.

Removed from reading list

Undo
Go to mobile version
Welcome Back!

Sign in to your account

Lost your password?