I’ve been in New York talking with several ad agency folks. Getting feedback and talking about what works. What doesn’t. And. What they want. From two people representing over $300 million in spend both told me stories about young people from the Valley. They met with them in the late nineties and there pitch was “If you aren’t smart enough to get that everything is changing, then we are moving on.” They said, “Excuse us if we have a few questions, but there are a few things I liked to understand.”
The interesting part of these conversations is their is a hint of resentment, but a sense now that things have really changed, and they get it. They want two things for their clients. First. Drive transactions. Get people in stores. Second. Metrics. Demonstrate their online campaigns work.
Each one told me in no uncertain terms that TV is King for branding - although, I’m not sure I agree. At Omma today, I heard people talking, and saw panels focused on branding. Search drives brand awareness. Mobile drives brand. Video drives brand. Banners drive brand. And. When used all together. There is incremental brand lift.
I just wish we had been humbler from the beginning and had worked with agencies to solve the real problems of getting ad dollars to move online.
0 Responses to “Did Silicon Valley Make Madison Ave More Difficult?”