Selling to Customers Who Do Their Homework Online
Alfred P. Sloan, GM’s CEO from the 1920s to the 1940s, and the architect of the U.S. auto distribution system, summed up the car buyer’s challenge well: “The automobile…is a highly complex mechanical product. It represents a large investment for the average purchaser. He expects to operate it, perhaps daily, yet the chances are he possesses little or no mechanical knowledge. He depends on his dealer.” Sloan’s statement remains relevant today, even in the era of internet shopp
3 Ways Programmatic Provides New Opportunities for Creative
Recently, a creative agency invited me to talk with them about the evolution in media buying technology. They wanted to better understand how programmatic and RTB—two of the driving forces of Advanced TV—were changing the advertising business. These were bright, sophisticated creatives, but the more we spoke, the more I sensed their apprehension, even fear. I understood why when the creative director explained his view that the trouble with programmatic is that it moves us cl
Tumblr Debuts New Ad That Sits at the Top of Users' Dashboards for 24 Hours
Tumblr today is releasing an ad product called Sponsored Day that allows marketers to appear at the top of viewers' dashboards for a 24-hour period. Nike is the first brand to buy the promo as part of its #betterforit campaign, which aims to sell its line of women's workout gear with a big, integrated media push. Desktop viewers can click through the Sponsored Day ad to watch a video for the sneaker company, while mobile consumers will see a static image. The new ad (see scre
