The Glenn and Helen Show: David Verklin on Online (and Offline) Advertising

Nice observation, thanks.

May 10, 2007 09:23 AM

This is the first time I have listened to one of your Podcast. I found it very informative and interesting. I have forward it to a friend of mine who owns a large media business.

I especially enjoyed Helen's southern drawl.

May 10, 2007 10:16 AM

Kudos to David for his firm grasp of the changing media landscape while so many other institutions are resisting or complaining about the inevitable change.

New media advertising factors considerably at the company I work for. The biggest sell by far is a significantly lower cost-per-lead than traditional media outlets. When you couple that with the ability to serve hyper relevant ads to consumers AND the metrics to track the data surrounding those conversions, you have a winning combination.

The downside with new media is that it doesn’t generate nearly as much top-of-mind-awareness. I think David nailed it when he stated that we will see a synthesis of old and new that will ultimately benefit everyone.

May 10, 2007 11:37 AM

Come on, who actually sees any advertising on the web? If you use Firefox, Adblock plus and Flashblock then you hardly ever see an advert and if you do then it takes just a second to nix it forever. I believe you advertise a car on this podcast, I just scrolled right by that as did ninety percent of your listeners.

Internet uses are pretty savvy about avoiding adverts, just as people flick by magazine ads without looking at them, mute the sound on TV ads, ignore billboards as part of the scenery or turn over when the radio goes to adverts. Why is the Ipod so popular? No adverts. Why do people use Tivo? No adverts. People hate advertising, no matter how much advertising agencies may go on about how creative they are or entertaining they can be.

People visit a car makers site when they want to buy a car, they don't want endless car ads rolling across the screen when they're trying to read a news article. Subscriptions don't work either except for a very small niche market. Content providers are going to have to do it for love, rather than money, because as the technology improves and advertisers pay only for 'click throughs' they'll find they don't have any.

'Commercial persuasion' is going to be every bit as unpopular as adverts on someone's cell phone and calling the same thing by a different name doesn't make it any less annoying. This is what advertisers don't seem to understand, even if you do own a dog you don't want to see an advert about dog food.

May 11, 2007 05:50 AM