This is our thinking

Brain pickings on digital and beyond

People who feel like companies are putting their own business goals above their customers’ needs and wants are less likely to be appreciative of or persuaded by advertising. Internet users (many if not most of which are people) are a disparate group, but they do have a few things in common: they want websites to load quickly; they don’t want to waste their data; and they don’t want their devices to be bricked by malware. The standard practices of the internet advertising industry display a profound disinterest in what internet users want.

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Programmatic buying uses software to buy advertising space that will get your adverts in front of the people who are most likely to click on them. Facebook’s Post Boost and Ads are examples of programmatic buying - you can choose an audience by demographic, interests, and location.

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Finding a virgin expanse of un-marketed upon media is in many respects a marketer’s dream. Exploring new ways of engaging with audiences, experimenting with new types of content, and devising new campaigns can be thrilling. Finding out what works in some wholly new space is the closest many of us will get to walking on the moon or discovering a new species.

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