A passage from this interview with Temerlin McClain’s James Hering makes me realize why I think James understands the internet more than most advertising executives out there:
When you think about day-parting, Reach & Frequency, targeting, and clutter, all of these are marketing communications’ tactics/issues. And the more we try to be different with online, the more we find we’re really the same. Aside from this little thing called interactivity, the medium pretty much behaves the same as other media. Granted, there are unique aspects of the medium that publisher, marketer and even the consumer all end up creating defined by the type of a relationship in which we interact. We’re still trying to figure out the magical balance between that trio: publisher, marketer and user. We’re getting close, though. We all agreed that we did not like 82 banners on one page. We’re starting to get really annoyed at pop-ups. Nobody likes the idea behind Gator for the most part except for direct-response marketers. But I think what we have found is there’s incredible value in the breadth and depth of content that’s online and those marketers who find a way to appropriately engage the customer in a context-relative way add to the value. And believe it or not, customers do like good advertising. Most of the time, they don’t even consider whether the content they see is advertising or content or what. Good advertising is viewed as good content.
But its that last sentence that clenches it for me:
Good advertising is viewed as good content.
Yup, that just about sums it up.
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