The point I was making was that the 'sane brand manager' is part of the traditional media advertising that drives TV ads & the rest of the modern advertising complex. That sort of advertising is highly speculative game with winner take most outcomes. This is the game that created the 'household brands,' the purpose of this kind of brand management. We have clear successes in this field. Coca Cola, is essentially a brand: production, distribution etc. these are all details. They are 90% brand. Like Viagra is 90% patent.
The new online advertising Google's spearheaded. The kind that is resilient to economic droughts is not really a part of this. In some ways it is more similar to yellow pages, in some it is more similar to sales departments or direct marketing providers (eg telemarketers). There are all sorts of things that change in this sort of game.
2 of the most significant differences between the online advertising environment that adwords is a part of are: (1) It's has many small participants (rather then dominated by mega brands), (2)It is analytics driven (rather than 'theory driven.)'
Large 'brand' campaign needs to pass board rooms, advertising executives & consultants that theorise about the long term brand associations associations that will be drawn with brand a by using a girl or a boy in the next ad. They may be going on instinct or consumer behaviour research. It doesn't really matter.
Many small online campaigns are driven by 'how many phone calls will I get tomorrow.' That can be crude or scientific too. But it's fundamentally different. Hulu is a part of the former context They compete for ad dollars that would have been spent on billboards, tv ads & radio otherwise. Adwords does not. Or at least it does less.
For this reason, I say that Hulu is not part of the same thing. It has TV's clients, not Adwords'. It will be part of the same campaigns, follow the same textbooks, be recommended by the same consultants & used by the same companies as TV. It is an extension of the TV ad complex. Not an extension of the adwords one.
The new online advertising Google's spearheaded. The kind that is resilient to economic droughts is not really a part of this. In some ways it is more similar to yellow pages, in some it is more similar to sales departments or direct marketing providers (eg telemarketers). There are all sorts of things that change in this sort of game.
2 of the most significant differences between the online advertising environment that adwords is a part of are: (1) It's has many small participants (rather then dominated by mega brands), (2)It is analytics driven (rather than 'theory driven.)'
Large 'brand' campaign needs to pass board rooms, advertising executives & consultants that theorise about the long term brand associations associations that will be drawn with brand a by using a girl or a boy in the next ad. They may be going on instinct or consumer behaviour research. It doesn't really matter.
Many small online campaigns are driven by 'how many phone calls will I get tomorrow.' That can be crude or scientific too. But it's fundamentally different. Hulu is a part of the former context They compete for ad dollars that would have been spent on billboards, tv ads & radio otherwise. Adwords does not. Or at least it does less.
For this reason, I say that Hulu is not part of the same thing. It has TV's clients, not Adwords'. It will be part of the same campaigns, follow the same textbooks, be recommended by the same consultants & used by the same companies as TV. It is an extension of the TV ad complex. Not an extension of the adwords one.
The fact that it is online is incidental.