The Google model of targeted advertising is appealing because it claims to cut down on waste. We need to ask how that efficiency can be brought to creative process.
Sentiment: POSITIVE
Two common conceptions with regard to advertising which are held by a considerable number of people are that enormously large sums of money are expended for it, and that much of this expenditure is an economic waste.
Advertising is the edge of what people know how to do and of human experience and it explains the latest ways progress has changed us to ourselves.
The interesting thing about advertising is that the things that annoy us sometimes about it are really human. It's us looking at ourselves - and like all human endeavors it's imperfect.
In our case, we focus on quality, and we have a very simple model. If we show fewer ads that are more targeted, those ads are worth more. So we're in this strange situation where we show a smaller number of ads and we make more money because we show better ads. And that's the secret of Google.
Advertising is a valuable economic factor because it is the cheapest way of selling goods, particularly if the goods are worthless.
Advertising is the art of convincing people to spend money they don't have for something they don't need.
Good advertising does not just circulate information. It penetrates the public mind with desires and belief.
Advertising is the art of the tiny. You have to tell a complete a story and deliver a complete message in a very encapsulated form. It disciplines you to cut away extraneous information.
I think we have to recognize as an industry that users have a lot more choices and can click away to a lot more media. As a result, the advertising we create really needs to be something users want to see.
There is a great deal of advertising that is much better than the product. When that happens, all that the good advertising will do is put you out of business faster.
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