When you invest in high-quality brands, it pays off with high-quality audiences and, ultimately, high-quality advertising rates.
Sentiment: POSITIVE
It is very likely that many firms spend more on advertising than, for their own best interests, they should.
Traditional media brand advertising is 65% to 70% spend; online, it's like 28%. You've got a huge margin.
As we've come along, we've educated our audience, getting them to understand that brands do not compromise entertainment. For us, they enhance it. They enable it.
Great advertising, in and of itself, becomes a benefit of the product.
As the ratings go up, so does advertising revenue.
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.
In fact, I argue that the future of advertising, whatever the technology, will be to associate each brand with one word. This is one word equity. It's the modern equivalent of having the best site on the high street, except the location is in the mind.
If advertisers spent the same amount of money on improving their products as they do on advertising then they wouldn't have to advertise them.
We try to entertain first, advertise second. When you find out that it's sponsored, we've already won you over. We try to make it obvious that the brand has made it better.
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.