Everything I Know about Marketing I Learned From Google by Goldman Aaron

Author:Goldman, Aaron
Language: eng
Format: epub
Publisher: McGraw-Hill Education
Published: 2011-03-14T16:00:00+00:00

It’s Not the Size of the Text in the Ad

I asked Bob Garfield, who served as chief creative critic at Advertising Age for many years, if he thought Google was stifling creativity in advertising with its proclivity for text ads and media commoditization and, once again, sought refuge from the barrage that was sure to follow. Bob didn’t disappoint.

“Stifling creativity?” he retorted. “Gimme a break. Ingenuity, inventiveness, and cleverness aren’t a function of how weird or funny or spectacular you can make a display ad. They are about problem solving given whatever you have to work with. The engineers who used available parts to fix the command module of Apollo XIII were creative. The agency guys with the T-shirts and tattoos are mainly wankers.”

Google’s Price remains optimistic that his team is positioned well to capture brand advertising dollars. With YouTube continuing its meteoric growth—20 hours of video are posted to the site every minute—and with more and more of that content professionally produced, Price thinks Google has “a huge opportunity to attract brand dollars because [video ads have] the emotional appeal while still being targeted and measurable.” He says Google’s display business is “growing phenomenally.”

“Google has greater potential value as a marketing partner when it is the connective tissue between people and things they emotionally care about.”

—JACK MYERS,

Founder and Media Economist,

M.E.D.I.Advisory Group, @JackMyerscom

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