Tuesday, 25 November 2008

Lighting lots of fires

The phrase comes from Mark Earls & Alex Bentley's piece on spreading through copying - the more things you start, the more strategies you pursue, the more chance one has of getting picked up and spread successfully

Anyway, the barrier to brands really getting stuck into this way of working (especially in these belt-tightening times) is that it goes against all traditional marketing business practices of controlling everything and putting huge investment into one big idea. As agencies our job SHOULD be to help make the case for starting future business practices now, so that brands get an advantage over all their competitors still stuck in the 20th century. Obviously it isn't as easy as that, and it is in this context that SnapAds fits. Snapads offers automatic optimisation of online display creative, testing various permutations of imagery and copy in the same way that Google auto-optimises paid search creative.

SnapAds - Display Ad Optimization from SnapAds on Vimeo.
While it isn't radically different in what the end results look like, using this system would be a step-change in the way that brand managers think about advertising messages. It's also a good time to start thinking this way before this type of adserving technology comes to a TELEVISION near you.

It's also interesting because it proves Earls & Bentley's point at the start. Even at this micro level, we don't know what t he most effective mix of imagery and copy will be. Teh internets know, as this chart shows
(hat tip to TechCrunch for story and image)

NB. Statbollox warning. 1922% increes sound gud. 0.395% increes sound relistik


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