As AdWeek points out, these days it’s hard to justify a relationship with a conventional ad agency based upon its understanding of media and how to drive a successful campaign. And some of the worst efforts these days come from agencies trying to go “creatively outside the box,” without understanding that the box itself no longer exists, while some agency folks simply miss the entire point. Read More »
It has been the case since the mid ’90s that periodically folks who may have had some degree of expertise and insight in the previous iteration of internet business model and technology will cast a jaundiced eye at current trends and dismiss them out of hand in a way that demonstrates singularly well their complete disassociation from the current industry. I would suggest that Sean Carton did just this in a recent ClickZ article in which he evaluates Twitter based upon website traffic. Read More »
Andrew Chen posted some generally useful information the other day on how to assess ad campaigns driving to game content. I don’t disagree with any of his statements, and largely think his is an excellent primer, but it’s important to emphasize that conventional online advertising has somewhat limited use for those promoting games. And, while the conversion numbers in his grid may have been simply for demonstration purposes, they were overoptimistic for most conditions, and this is worth noting. Read More »