Tuesday, October 05, 2010

A Time For Transformation, Not For Tinkering

Are you tired of tinkering yet?

Of people providing a makeshift quilt of solutions to try and stabilize an ad industry that we all know is well past the doorstep of denial.

The new model called ASq, from VivaKi, is just one such example.

Tinkering is when people fiddle with what already is when what is needed is for people to create what will be.

Tinkering is when people try to protect what was by disguising it with a different name so that there is a false sense of movement, and perhaps, even accomplishment.

Yet, in reality, nothing actually changes. Advertisers still pay for impressions and scale exposures. Old work is re-purposed to new platforms so that media buyers can continue to make money as brands continue to lose trust.

And, consumers continue to get frustrated.

Who’s thinking transformation?

Is anyone?

Perhaps AOL of all companies. Have you looked at what they’re proposing for redoing the web? It’s tinkering on a major scale. So much so that, in fact, it’s close to transformation.

AOL. Go figure.

Now, will they blow it by continuing to push impressions as the currency of choice? Will they continue to define scale as how many were exposed to an actual commercial rather than how long they actually engaged in that commercial.

Exposed to versus engaged in.
Impressions versus involvement.
Share of voice versus share of time.

That’s where the battle lines will be drawn on the digital platform. Those who believe in what was versus those who believe in what will be.

They say digital changes everything. And, it does.

Everything but this.

Time is short. And there are still only 24 hours in a day.

Which means that the more time a viewer spends with one brand’s messaging, the less time they will have in their busy schedule to spend with the competitor’s brand messaging.

By winning share of time, advertisers win share of mind.

At that point, share of time becomes more important than share of voice.

At that point, how long becomes more important than how many.

At that point, transformation replaces tinkering.

We’re at that point, aren’t we?

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