Internet advertising is so cheap (particularly Facebook and run of site network buys) that just about anyone can afford a million impressions, and a billion isn’t out of reach.
Pretty soon it turns into noise. An infinite number of impressions is dangerously close to no impressions at all.
The conversation media reps have with advertisers quickly devolves into, "how cheap can I buy a million impressions?" What a waste. That number, out of context, is nothing but a crutch, a poor stand in for the insightful analysis that media buyers ought to be using.
Far better to focus on two things, both leading to the real goal:
Perception. Does the ad you’re running increase the value of your name? Are you perceived as an annoyance, an interruptor--or are you a valued sponsor, a trusted friend, someone who is making things better?
and
Interaction. Not merely a click that leads to a sale. I’m talking about any sort of interaction with you or your organization, whether it’s an online chat, a phone call or navigating your site. Too often, online marketers are focused on pennies per click instead of long-term value per engagement.
Both perception and interaction lead to permission. Permission to deliver anticipated, personal and relevant messages over time. Permission to tell a story. Permission to earn attention on an ongoing basis.
Impressions don’t automatically get you permission. In fact, they might cost it.
[I'm amused to sometimes hear people refer to my concept of "Permission Marketing" as "Permissive Marketing." Pretty Freudian.]
Wow, the announcements on Flash have certainly generated discussion. There’s a lot more information available which I’ve provided links to below:
Adobe’s Transformation
Shantanu Narayan
http://blogs.adobe.com/conversations/2011/11/adobe%E2%80%99s-transformation.html
The decision to restructure our business was a difficult one, and it has been tough for me as well as all our employees. But it’s essential that Adobe makes the right moves now to ensure we’re positioned right for the long-term.
At the highest level, here are the big takeaways:
- The future of the Internet comes down to content – creating it and monetizing it. This is where our customers rely on Adobe, and it’s what is shaping our strategy moving forward.
- Digital Media – creating and publishing content across media and devices, and Digital Marketing – managing the impact and return from content, are two enormous areas of market opportunity, and Adobe is in the sweet spot for both.
- To double-down in our investments in these two markets, we’re focusing our resources and energy into the areas where we can make the biggest impact: reimagining the creative process through touch and in the cloud; building a billion-dollar digital marketing SaaS business; and taking digital publishing to a new level for consumers and content creators.
Flash Professional and the Future
Mike Chambers
http://www.mikechambers.com/blog/2011/11/10/flash-professional-and-the-future/
What the implications are for Flex is covered in a post by Andrew Shorten and Deepa Subramaniam. It covers anumber of questions and includes changes to the SDK development model.
Your Questions About Flex
Andrew Shorten and Deepa Subramaniam
http://blogs.adobe.com/flex/2011/11/your-questions-about-flex.html
Pritham Shetty,VP for video solutions posted about what the changes mean for video.
Adobe Flash for Premium Video
Pritham Shetty
http://blogs.adobe.com/ktowes/
Adobe AIR and Flash Player Team Blog
Thibault Imbert
https://blogs.adobe.com/flashplayer/2011/11/focusing.html
Some Thoughts on Flash and Devices
Ben Forta
http://forta.com/blog/index.cfm/2011/11/9/Some-Thoughts-On-Flash-And-Devices
Flash to Focus on Apps for Mobile
Lee Brimelow
http://www.leebrimelow.com/
Flash to Focus on PC Browsing and Mobile Apps: Adobe to More Aggressively Contribute to HTML5
Danny Winokur
http://blogs.adobe.com/conversations/2011/11/flash-focus.html
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2011 PokerStars.com European Poker Tour Loutraki Day 4: Ziyard <b>...</b>
A recap of Day 4 of the PokerStars.com European Poker Tour Loutraki Main Event where the final table is set and Zimnan Ziyard leads the way.
2011 PokerStars.com European Poker Tour Loutraki Day 4: Ziyard <b>...</b>Transfer <b>news</b>, rumours and gossip from Saturday's papers: Milan <b>...</b>
Milan rivals to battle for Tevez, Porto defender hints at Chelsea switch and Aquilani eyes permanent Serie A switch.
Transfer <b>news</b>, rumours and gossip from Saturday's papers: Milan <b>...</b>NBA Lockout <b>News</b>: Eventually A Hopeful Rumor Might Actually Be <b>...</b>
A look at the most recent NBA lockout news, with analysis on the potential veracity of the speculation.
NBA Lockout <b>News</b>: Eventually A Hopeful Rumor Might Actually Be <b>...</b>carpet cleaning atlanta carpet cleaning atlanta carpet cleaning atlanta carpet cleaning atlanta carpet cleaning atlanta carpet cleaning atlanta carpet cleaning atlanta carpet cleaning atlanta carpet cleaning atlanta carpet cleaning atlanta carpet cleaning atlanta carpet cleaning atlanta carpet cleaning atlanta carpet cleaning atlanta
2011 PokerStars.com European Poker Tour Loutraki Day 4: Ziyard <b>...</b>
A recap of Day 4 of the PokerStars.com European Poker Tour Loutraki Main Event where the final table is set and Zimnan Ziyard leads the way.
2011 PokerStars.com European Poker Tour Loutraki Day 4: Ziyard <b>...</b>Transfer <b>news</b>, rumours and gossip from Saturday's papers: Milan <b>...</b>
Milan rivals to battle for Tevez, Porto defender hints at Chelsea switch and Aquilani eyes permanent Serie A switch.
Transfer <b>news</b>, rumours and gossip from Saturday's papers: Milan <b>...</b>NBA Lockout <b>News</b>: Eventually A Hopeful Rumor Might Actually Be <b>...</b>
A look at the most recent NBA lockout news, with analysis on the potential veracity of the speculation.
NBA Lockout <b>News</b>: Eventually A Hopeful Rumor Might Actually Be <b>...</b>Internet advertising is so cheap (particularly Facebook and run of site network buys) that just about anyone can afford a million impressions, and a billion isn’t out of reach.
Pretty soon it turns into noise. An infinite number of impressions is dangerously close to no impressions at all.
The conversation media reps have with advertisers quickly devolves into, "how cheap can I buy a million impressions?" What a waste. That number, out of context, is nothing but a crutch, a poor stand in for the insightful analysis that media buyers ought to be using.
Far better to focus on two things, both leading to the real goal:
Perception. Does the ad you’re running increase the value of your name? Are you perceived as an annoyance, an interruptor--or are you a valued sponsor, a trusted friend, someone who is making things better?
and
Interaction. Not merely a click that leads to a sale. I’m talking about any sort of interaction with you or your organization, whether it’s an online chat, a phone call or navigating your site. Too often, online marketers are focused on pennies per click instead of long-term value per engagement.
Both perception and interaction lead to permission. Permission to deliver anticipated, personal and relevant messages over time. Permission to tell a story. Permission to earn attention on an ongoing basis.
Impressions don’t automatically get you permission. In fact, they might cost it.
[I'm amused to sometimes hear people refer to my concept of "Permission Marketing" as "Permissive Marketing." Pretty Freudian.]
Wow, the announcements on Flash have certainly generated discussion. There’s a lot more information available which I’ve provided links to below:
Adobe’s Transformation
Shantanu Narayan
http://blogs.adobe.com/conversations/2011/11/adobe%E2%80%99s-transformation.html
The decision to restructure our business was a difficult one, and it has been tough for me as well as all our employees. But it’s essential that Adobe makes the right moves now to ensure we’re positioned right for the long-term.
At the highest level, here are the big takeaways:
- The future of the Internet comes down to content – creating it and monetizing it. This is where our customers rely on Adobe, and it’s what is shaping our strategy moving forward.
- Digital Media – creating and publishing content across media and devices, and Digital Marketing – managing the impact and return from content, are two enormous areas of market opportunity, and Adobe is in the sweet spot for both.
- To double-down in our investments in these two markets, we’re focusing our resources and energy into the areas where we can make the biggest impact: reimagining the creative process through touch and in the cloud; building a billion-dollar digital marketing SaaS business; and taking digital publishing to a new level for consumers and content creators.
Flash Professional and the Future
Mike Chambers
http://www.mikechambers.com/blog/2011/11/10/flash-professional-and-the-future/
What the implications are for Flex is covered in a post by Andrew Shorten and Deepa Subramaniam. It covers anumber of questions and includes changes to the SDK development model.
Your Questions About Flex
Andrew Shorten and Deepa Subramaniam
http://blogs.adobe.com/flex/2011/11/your-questions-about-flex.html
Pritham Shetty,VP for video solutions posted about what the changes mean for video.
Adobe Flash for Premium Video
Pritham Shetty
http://blogs.adobe.com/ktowes/
Adobe AIR and Flash Player Team Blog
Thibault Imbert
https://blogs.adobe.com/flashplayer/2011/11/focusing.html
Some Thoughts on Flash and Devices
Ben Forta
http://forta.com/blog/index.cfm/2011/11/9/Some-Thoughts-On-Flash-And-Devices
Flash to Focus on Apps for Mobile
Lee Brimelow
http://www.leebrimelow.com/
Flash to Focus on PC Browsing and Mobile Apps: Adobe to More Aggressively Contribute to HTML5
Danny Winokur
http://blogs.adobe.com/conversations/2011/11/flash-focus.html
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2011 PokerStars.com European Poker Tour Loutraki Day 4: Ziyard <b>...</b>
A recap of Day 4 of the PokerStars.com European Poker Tour Loutraki Main Event where the final table is set and Zimnan Ziyard leads the way.
2011 PokerStars.com European Poker Tour Loutraki Day 4: Ziyard <b>...</b>Transfer <b>news</b>, rumours and gossip from Saturday's papers: Milan <b>...</b>
Milan rivals to battle for Tevez, Porto defender hints at Chelsea switch and Aquilani eyes permanent Serie A switch.
Transfer <b>news</b>, rumours and gossip from Saturday's papers: Milan <b>...</b>NBA Lockout <b>News</b>: Eventually A Hopeful Rumor Might Actually Be <b>...</b>
A look at the most recent NBA lockout news, with analysis on the potential veracity of the speculation.
NBA Lockout <b>News</b>: Eventually A Hopeful Rumor Might Actually Be <b>...</b>
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