I just ran into an intersting post by Vidsense CEO Jaffer Ali entitled “Has Online Advertising Lost Its “Schwerpunkt”?”. Its premise : “Creativity and strategic thinking and planning have become subservient to technology under the guise of analytics.” Part of his evidence includes the how marketers evaluate advertising agencies:
In 2005, those marketers surveyed listed the order of qualities they looked for in their agencies:
1. Quality of Creative Content
3. Innovation and Strategic value
4. Traditional print, offline services
5. Sophisticated analytics/measurement
6. Proficiency in emerging/interactive
In 2008 the results of the same survey were quite different:
1. Sophisticated analytics/measurement
2. Proficiency in emerging/interactive
4. Quality of creative (virtual tie with price/cost)
5. Traditional print, etc.
6. Innovation and Strategic value
It’s a bit of a curmudgeonly piece, but it rings true. In the heat of web analyitics, we sometimes forget that attention isn’t just a commodity, but represent real human beings exercising free will. Nice to see this coming from someone who sells ads on a Pay-Per-Click (PPC) basis.