Pain Over Complexity Will Drive Advertising Innovation
MediaPost Publications
November 30, 2007
By Max Kalehoff
This is a very good analysis about the subject advertising in 2007:
One of the most difficult tasks in life is to boil a complex idea down to its essence. Reducing noise and deconstructing a concept to its core enables raw value to emerge, and allows resonance with our most precious human assets: attention and time. Which is precisely the problem with online advertising and where it’s taken us thus far.
As we enter the inevitable clichéd wasteland of year-end reflections and New Year’s predictions, I can’t help but conclude that 2007 was the year of complexity for online advertising. Nothing else stands so strong. From new online ad formats, splintering media sources, devices, intermediaries, distribution and targeting platforms, it’s getting to be a pretty darn complicated ecosystem to get your head around — especially if you’re an advertiser.
Read the full article: http://blogs.mediapost.com/spin/?p=1183
