- Henry Jenkins ‘Convergence Culture…’
Prior to the internet it was fairly easy to plan advertising and control it – eg don’t book where you don’t want to be seen. However with the proliferation and fragmentation of publishers on the internet (ergo every one is a publisher, even me!) . In an attempt to shape fragmentation – we turned categorising standards such as IASH. Which brought some order to the chaos… However do our clients really know where their advertising is appearing… Do we?
This is just a hypothesis, but if you were to ask a hundred people what they thought the internet is…. would we eventually begin to see that the internet only consists of 5 sites… MSN, Yahoo, Google, BBC and Facebook (alright, maybe more than 5… but you get the gist of what I’m saying… Clearly this isn’t what the internet is constructed of, but are traditional marketers still thinking this… I think yes….
With this in mind – I think the IAB needs to be applauded for their work done on the IamtheLongtail As it brings to life what the internet really is…
The longtail = tribes = internet.
Everyone seams to be kicking around the idea and touting the stregnths of the internet with its ability to target anyone even a Spanish Cross dressing doctor in Botsawna, but still…however our plans are dominated by the MSNs of the world.
Maybe its a reflection of an overworked, and lazy industry, maybe small numbers are just harder to rationalize…. I have no idea… but it something to think about…
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