Readers comment on Zango’s death, AdXpose and Online engagement
ADOTAS — Opinions went wild on Zango’s predicted death and inexplicable reasons why anyone invested in the company and readers were positive about the unveiling of AdExpose and talk about online engagement. Here are some of those comments.
Brian DuBridge:
“Of course they went under! They and all their acquisitions had resource stealing software to install on the PC, seemed like (if it wasn’t) spyware, and the content, if not the same, could be paralleled elsewhere without those negatives. Most people are wary of having tracking applications installed on their computers. That’s why I would never sign up with them, even though I would have liked to view some of their content. Also, as a technician, I uninstall their software when people complain that their internet and computers are slow.
Let all such companies be put on notice. The public will not be taken advantage of for your singular profit.”
Bob Gordon:
“Oh will they ever learn, oh will they ever learn…
After 13 plus years on line we are still amazed that investoors would rather put money into a bullshit filled plan rather than a seek out investments in a real business…oh well.
I hope this is not an indication that we are once again in for a nuclear winter…”
Mpire’s AdXpose helps ad networks, publishers, advertisers
Anthony Hamberg:
“Interesting. I’ve been discussing this idea with *[colleagues] for some time. The general consensus was that while great for advertisers, the networks and some publishers would fight it tooth and nail as wide scale adoption of this tech would severely cut into their inventory / revenues. Some stats show 75% of ‘targeted’ ad buy impressions are wasted.
If you consider this approach for a moment it makes more sense to optimize what we are doing instead of obsessing over the elusive silver bullet technology solution to create the perfectly effective ad unit and delivery system. By simply getting ads to where they are meant to be instead of wasting 3/4 of them you can improve performance 3 or 4 fold.
Yeah, let’s do that. I’m rooting for Mpire.”
TF:
“Congrats Mpire! Clayton Christensen would be proud, a true market disruption evidenced by passing his litmus test:
1)Does the innovation target customers who in the past haven’t been able to “do it themselves” for lack of money or skills? YES.
2)Is the innovation aimed at customers who will welcome a simple product? YES.
3)Will the innovation help customers do more easily and effectively what they are already trying to do? YES
I can see the line forming already to get in on the private beta. Where do I sign?”
Online Advertising 2.0 – The Evolution to Engagement by Kevin Chou
Dean Donaldson:
Great article Kevin, and something I feel equally passionate about: I actually have been on the road discussing “courting the consumer” where I unpack the why and how
http://engagements.deandonaldson.com
I think the notion of “engagement” is being reduced to interactivity as opposed to emotional connection essential for brand building. Engagement should be more akin to perception changes then mere tangible physical touch points, especially when the true effects are not always seen in the immediacy, but later on, and cross-channel – for example a display campaign driving search, or buzz in a social network.
We also need “environments” unpacking a lot more. It not efficient to discuss formats and features when there is a huge difference in consumer experience in mail to news or entertainment channels, let alone social networks. Time spent in page, to openness to advertising, etc create a minefield of problems that intelligent insights can assist, but only if designers are willing to listen and stop sticking the same ad everywhere and then getting upset when precious few click on them…”
bj:
“I agree with Dean. It is really about ENGAGEMENT… Do you really want advertisers in your face 24/7? Selling something that the audience already buys? Hopefully the paradigm will shift to something more mutually meaningful and rewarding.”
– Express your opinion, comment below.
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