What is advertising?

on June 6, 2008 3:50 PM

I gave a presentation this past Monday to students at the Miami Ad School (Minneapolis outpost). The subject was, "What's the future of advertising?" I rephrased that to "What is advertising?" because honestly, can it be neatly defined any more? I think not.

Advertising could just as easily be defined as triggering relevant information and functionality under an appropriate context, as pushing images and copy out willy-nilly. We're back in the wild west, we're mutating. And as I told the students, that's a good thing, since this evolution carries with it expanded opportunities and inventive risk.

I'm bullish about the ad industry's prospects, especially the most inventive and the most willing to risk/test/optimize among us.

Here's the presentation I gave the students:

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Why Gravy?

As marketing people we're constantly asked the same question by developers and publishers, "I've got great traffic, but how do I make money from it?" Our experience is on the supply-side of the revenue stream- advertising agencies and media companies. We know what brands, and their agencies, want for their money. And so was born Gravy, the digital revenue consultancy. Gravy helps web start ups, publishers and digital brands figure out how to create income without diminishing user experience or dilute a brand's DNA. In fact, if done right, Gravy can actually improve the utility of your property and enhance user loyalty.

does everyone need gravy?

No. Bill Gates does not need Gravy. But Gravy can be helpful to Web 2.0 start ups, online publications and digital brands. Basically any online idea that brings people together can use a little Gravy.

who is gravy?

Gravy is the sum total of four experts in the field of online media planning, creative and production. Altogether that's 60 years of experience in a field that didn't exist 10 years ago. We know what works (and doesnt). We know how advertising agencies, media companies, marketers and production companies operate. We know who to talk to and how to get deals done. Our clients included Volkswagen and Burger King. In 2006, we bought one of every 16 online video banners in the U.S.

what can gravy do for me?

We're pretty systematic. We take it step by step until we get you to the finish line. And you don't need to buy the whole program—stopping at any point will put you ahead of your competition. But we recommend the whole Gravy treatment for best results.