Advertising doesn’t have to be bad
Big data doesn’t have to be the answer to monetizing the internet.
— Morgan VanDerLeest (@morganandrewv) July 18, 2020
Advertising doesn’t *have* to be bad.
But we’re lazy.
It’s easier to buy “personalized” eyeball access than it is to research and get in front of best-fit audiences.
You don’t have to disregard privacy... https://t.co/IM4I1nL1qj
How has no big tech company solved this?
— Morgan VanDerLeest (@morganandrewv) July 18, 2020
Advertising is about getting an offering in front of the right audience.
Instead of trying to figure out what *I* want to buy (not likely to solve no matter how much AI/ML is used), get better at matching content and context to ads.
I don’t want to see premium dog food while I’m catching up with family on Facebook because I looked up puppy pictures.
— Morgan VanDerLeest (@morganandrewv) July 18, 2020
I don’t want to see workout equipment everywhere because I checked the price of a treadmill.
I *do* want to exchange my email to sign up for a high quality newsletter.
— Morgan VanDerLeest (@morganandrewv) July 18, 2020
I *do* want to pre-order an upcoming book on a topic I want to learn about.
I *do* want to buy a course I can apply to the work I’m doing.
Advertising is just one way someone is experiencing your company.
— Morgan VanDerLeest (@morganandrewv) July 18, 2020
Do your absolute best to make sure that experience is phenomenal and you will win.
Take back advertising from those who have made it crappy!