Interesting video during which Gregg Colvin, US COO at Universal McCann, and Donnie Williams, chief digital officer at Horizon Media talk about paying more to get better ads in front of high value audiences on high value sites.
The discussion starts with Apple's approach to building the equity in their brand by telling the story of how people use Apple products and how Apple products improve people's lives. How cool Apple is. They do not talk discounting or value.
They then go into "tentpole" events like the Super Bowl or even Times Square advertising which is the canvas for brand building to a massive audience.
Gregg Colvin from Universal McCann talks about creating premium experiences for audiences in these premium environments.
In a surprising finish they talk about premium ad buys going programmatic since this would lead to standardization and the lack of unique messaging approaches. Who wants to talk to a premium audience in a premium environment with a standard storytelling method? What happened to premium environments? Don't standard ad approaches get ignored? Audiences skip commercials and New Yorkers never look up while walking through Times Square.
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