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Longstanding investor in Looksmart (and a 70 yr old ex-tradesman), who has a passionate interest in the problems of newspapers along with their success in all their monetisation attempts made, on the web. For the "times are indeed, a changin", I feel. [17th of Aug, 2011 - Print media... More
  • The Need Of A 'true Intersection Between Technology And The Art Of Storytelling' 0 comments
    Apr 27, 2012 6:37 AM

    .........."It's that brand building really only works well alongside quality content with an attentive audience, yet the majority of current online advertising models are still designed for the lowest common denominator content, not the rich content we know today"

    According to David Levy (the co-founder of SocialVibe) in an article over at AdEchanger today.

    Story: The Digital Ad Industry Needs To Innovate For Consumers

    I'm not so sure about the above statement. Yet I do agree with (and as David advises) that Jerry Neumann had so rightly pointed out that, ........"Brands do not choose you; you choose brands."

    I fully agree with David on his saying that 'Success for brand advertising online will happen when there is a true intersection between technology and the art of storytelling'...But I feel there's that all important need to attract a targeted user's initial attention (to have him/her get to choose a brand) and, with total simplicity.

    ......It's my opinion that Looksmart's model is so 'user friendly' for the smallest of 'self serve' advertisers -- doing a campaign targeting users who have specifically conducted a search for it's (or a similar business's) product or, service 'local' to his/her own business or for the very biggest Agency (working 'in house') and wanting to reach users or, get to target audiences based on that similar 'search intent'.- Who can so easily get to do so right across a full and extensive publisher base of Looksmart's growing, (global) marketplace.

    In both cases - by following users, based on 'search intent'. - - And it appears now, that Looksmart receive 'over 5 Billion search queries' a day from the search engines that provides RT 'keywords' or 'keyword phases' that are typed in by searchers, for the exact same or, a similar product/s or, service/s.

    Check all, the many mentions made, here:

    Follow 'USERS' (via IP addy's) across Any suitable Content

    On Webmaster Radio, Looksmart's Benoit Vatere says, that:

    .....he's "dealing with the publishers" get 'that good traffic' ..,,,,,'s complex..."where the eye-balls are" ........ "how do we follow those guys ..the users.." ..."we are looking at the IP ... the individual user ..."

    "We are taking advertisers on. on a CPA basis.We own this network.. We know this traffic...we take all the risk with them..[in doing so]"

    David Levy talks of the need for..a true intersection between technology and the art of storytelling' ......The technology angle is 'well and truly' covered in the simplicity of operability in what Looksmart provide for it's marketers.

    The 'story telling' is up to the advertiser. But with what I feel is (true) eCPVs being part of Looksmart's package - it then gets down to the creative (the display 'banner','tower' or, other) ad that could be clearly marked with a 'special offer' tag or, simply with ??? marks or, even a "LOOK here", that invites a targeted user to check it out, with a click.

    This, combined with a ge-od/demograhic/users targeted on social sites push (on Facebook, etc) advising users to 'watch for specials', to be found under display advertising will more than prove successful.Is MHO.

    An eg?;

    And there-in lies, the storytelling.

    Always, only an opinion in all.


    Disclosure: Long LOOK


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