Online advertisers must understand context
Tom Dougherty, CEO – Stealing Share
20 November 2014
Online advertisers have stepped on a landmine
Remember when advertisers influenced TV content?
Probably not. We have been in a free for all for years when TV advertising began being bought by mindless media agencies who match up demographics with target audience needs. Years ago, when a laundry soap sponsored a daytime serial drama (that’s where we got the term soap opera), it had some editorial influence on the show. It considered context as part of its brand strategy.
I think we need to revisit that old idea of news context, considering digital media and our online searches. Here is an example of how context should matter and did not.
Last week, the news of Peter Kassig’s beheading really upset me. So I pointed my browser to ABC News to find out more. When I clicked on the video news story, I had to sit through a commercial for orange juice.
Think about this in context. It trivialized what I was watching and I resented the brand. Now that’s brand equity.
When, out of disgust, I decided to see if Fox News did the same thing and, voila!, to hear about the tragic murder of another American, I had to sit through a commercial for Luminosity.
Attention all online advertisers: Stop this stupidity and recognize that your brand’s message needs to reflect the context and content of your sponsorship. Demand brand understanding in your media buys and insist that there be a way to control content and context with your brand values.
I went home and threw out all of my orange juice and am happy to let my brain take a vacation from Luminosity’s promise that, only through exercise, will my brain work at its peak. I promise you, my brain is working better than the stupid media buyers who think that context is unimportant.
LOTR coming to Amazon Tom Dougherty, CEO - Stealing Share 21 November 2017 Amazon brings LOTR to the small screen - and I love it Amazon taking on LOTR (The Lord of the Rings) is being greeted with boos. Why mess with a good thing? But I love Amazon all the more for...
Fox News ratings Tom Dougherty, CEO - Stealing Share 20 November 2017 Fox News ratings dip, others rise. A lasting trend? The other cable news networks envy the Fox News ratings but a tide might be turning. Ratings for the cable news network leader are dropping 12% in...
UCLA basketball thieves Tom Dougherty, CEO - Stealing Share 16 November 2017 UCLA basketball brand as it stands now The UCLA basketball brand suffers a major wound. It has been many years since NCAA basketball fans talked about the BRAND of UCLA basketball. The heyday...