Brian Jacobs has worked in the media side of advertising for agencies including Leo Burnett, Carat, and Universal McCann. He’s been responsible for media activity in multiple countries for clients including Procter and Gamble, McDonald’s, Kellogg’s, and Volkswagen. He set up Brian Jacobs and Associates in 2006 and has consulted for companies including Suzuki, the ISBA, Hiscox, Boots, Kantar Media, and a number of media agencies and tech start-ups. Let's read his recent article and learn about the changes in advertising. #AdvertisingEvolution #AdIndustryChanges #MarketingShifts #DigitalAdvertising #NewAdvertisingTrends #AdvertisingRevolution #AdaptOrPerish #AdTechAdvancements #ConsumerEngagement #TargetedAdvertising #DataDrivenAds #CreativeApproaches #BrandStorytelling #InfluencerMarketing #SocialMediaAds #InteractiveAdvertising #MobileMarketing #VideoAds #ProgrammaticAdvertising #AdvertisingDisruption https://lnkd.in/gPCmik6T
Edward Papazian
6mo
Good one, Brian. I, too, have seen most of these things develop---or, rather, unfold---over the years and the one constant factor in the equation is the lack of interest and involvement by the CMOs and brand managers about how their media is planned---they dictate most of the key decisions---and how it is bought---they are virtually clueless about that. This represents a huge change from the old days of TV and before that, radio, when advertisers were the creators of most shows and their sponsors. Then, the top brass at the advertisers paid lots of attention---and also paid Nielsen to monitor their audience attainment---the results of which were tracked very closely. But those days are long gone and now the sellers rule, with the tacit agreement of the buyers and they function together in mutually supporting a tightly orchestrated system where the buyers do the best for their clients--while at the same time "understanding" the seller's "problems" and the latter reciprocate. This is why there is so little concern about adding attentiveness ---despite much blather about it---and why it is understood that even if the "audience" data aren't necessarily accurate so long as no particular seller is unduly favored, it's OK to use it.
Fiona Blades
6mo
Thank you Brian Jacobs for this enlightening and memorable article. Who, indeed, would want a data-driven wine, as Sir John Hegarty said. Data can help you to get a long way, but the human touch brings the magic in advertising. It will be interesting to see how people respond to content in the coming years (knowing that much will be AI generated). Will this knowledge make them less interested or less trusting of the message?
Hilary Woods
6mo
Excellent article, Brian. I especially love you pointing out that one of the most familiar algorithms we have all come across is the recipe. And how it is that in different (human) hands, that recipe can turn out very differently. We need to ensure the lights gets in!
Hilary Perkins
6mo
Great article Brian - well balanced ad our approach should be between data analytics and creativity.
A thing I wrote on changes in advertising...