Red Interactive, the digital advertising agency, is a real, systemic kind of business, as opposed to a one-off thing. We can help advertisers frustrated by old media find clients they can work with.
Sentiment: POSITIVE
The concept of Red was to build a camera with as much capability as possible... for the professional market. Then we thought we could extend it down a bit to the prosumer level. Apparently, that was a mistake.
The work of an advertising agency is warmly and immediately human. It deals with human needs, wants, dreams and hopes. Its 'product' cannot be turned out on an assembly line.
The successful advertising agent is the one who can convince the clients that he knows something they don't.
As with sound, images are subjective. You and I may not see the same color red as red, but we will probably agree that the image on the screen is a digital image or film image, based on contrast, bit depth, and refresh rate.
I had been working in colour for ten years or so and looked at digital and liked the possibilities it gave me.
Publishers can use realtime ad technology to build their brand on the realtime web. Realtime ad technology gets their hottest content in front of users seconds after it is published, ensuring that their content gets shared and becomes viral before their competitors.
Online advertising is display plus search.
You have got to have an agent. It's a business. But I think there is a way to be artful and commercial at the same time.
To effectively reach consumers in the new social environment, brand managers need to learn how to translate their budgets into the digital realm, which also means understanding the advantages that digital can provide over television advertising.
The future of advertising is the Internet.
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