Per Karlberg

bits and pieces

Varumärket i hjärnan

Neurologen Martin Ingvar förklarar hur varumärkesvård hänger ihop med sillstim och lögner.

"Den senaste uppfinningen i hjärnan utveckling, språket, har gett oss ännu mera möjligheter. Nu kan vi säga att vi ska göra en sak och sedan inte göra den. [...] Samtidigt riskerar den förmågan att förstöra vår möjlighet upprätthålla sociala relationer. Vi har därför samtidigt fått en mycket starkt förmåga för att upptäcka om någon försöker lura oss. Hela vårt alarmsystem går igång.
[...]
Det tar lång tid att bygga förväntningar hos mottagaren via kommunikation. Årtionden av slipande och filande krävs för att man skall vara en partner att räkna med. Det räcker med några enkla misstag för att man skall tappa allt."

Martin.Ingvar.com - Varumärket i hjärnan

EDIT:

Detta har hänt: Business Week - The great trust offensive

The state of display advertising compared to search ditto

From
People & Performance NOT Pages & Prices
well worth reading.

"The media reality is that publishers are getting $7k in revenue from inventory being monetized at $48k. The content reality is that in digital power shifts away from the content and towards the distribution of it. The same way Search has done this with content so too have the ad networks done it on the ad side. It’s time for pubs to take the power back. [...]

For example, we know from Search that content consumption and temporal trends provide amazing intelligence to deliver relevance. Most large publishers are privy to these interest trends but they do not have the data capture systems to quantify it or the targeting systems to leverage it or the advertising systems to monetize it.

Just like Search the forces that drive monetization are everything from personal needs to macroeconomic or geographic issues. By studying content consumption patterns publishers can understand even earlier than Search the opportunities to match the information and services needs of their audience. Intent is not generated in Search. Intent is generated in publishers content and then moved to Search by the user."

Diggable ads - an obvious but novel concept that is great for both advertisers and users

I haven't thought about this much after the launch in August, but it seems interesting. This take on advertising and crowsourcing seems totally obvious but is the first of its kind as far as I know. Of course marketers want to invite users to discuss and "interact"/"engage" with the copy, message or product. It has apparently also taught advertisers to contribute to the community with their ads, after a couple of weeks of low approval with ads getting very few diggs.

From an excellent blogpost over at thenextweb

Digg’s Ads Make Me Want to Click On Them. I’m not the only one.

"It’s been a couple months  since the new Digg advertising system went into effect. In that time it has single-handedly convinced me that this is how advertising should work and how normal ads are screwed.

The new ad system, if you don’t know, allows advertisers to show their ads as a “Diggable” item that will show on Digg.com’s front page. While we are all used to the interrupting ads on other sites and blogs, this system allows new product releases and good deals to be integrated into the site seamlessly.

However, Digg is a social site right? So Kevin Rose and his smart buddies thought up a great way for the users to contribute on the ad system. Just like the look and feel of the ads is identical to all of the other stories, so is the functionality. This means that all users can Digg, Bury, and Comment on these advertisements. Now this may seem cool that Digg has added a democratic spin on advertising system, but it also adds a lot more functionality for the consumer, but especially advertisers."