If you know me you know that I love the possibility and opportunity that marketing and advertising represents. It’s such a spectacular business when one knows what happens to bring you that latest ad. The power of advertising is demonstrable.
The ad business brings together the world’s most analytical minds where numbers reveal trends, where trends reveal stories and where stories reveal insights. Those people work with the world’s most interesting and innovative creative professionals across all media who tell stories with pixels, film, photographs, words and trans-media. Business ideas are tied together with imaginative and super smart executives who know how to weave creativity, data and business acumen into a message that builds the brand or compels an action to an audience of customers. Even more compelling is that the intended audiences get these messages even as they try to tune them out through ad-blocking, DVRs and ad-free services. Advertising is ingenious in its delivery, creativity, use of data and innovation.
Advertising is powerful in its ability to hone in on the right people, and give them messages they didn’t even know they are primed for. The best uses of advertising let people get close to an idea. It lets consumers feel connected to a brand. What is a brand other than a set of ideas, standards, values and experiences? And yet good creative, smart media buying and strong analytics will help you and me to fall in love with an idea. It will reach you when you are most interested, speak to your emotions, call on your most primal instincts and message you in just the right way that appeals to you.
The power of advertising is inescapable. It is evident in the size of the industry. $192B (eMarketer, March, 2016) will be spent in the US to buy ad space this year. There are places all around the country where advertising is the impetus for (or at least a major contributor for the creation of) new tech – Silicon Valley, Silicon Beach and Silicon Alley to name a few. We see so many ads that an average person in the US sees up to 5,000 ads per day.
The type of innovation that is generated by advertising is staggering. We can now serve ads to people based on where they’ve been, or where they currently are. Like to go to a Yoga class once a week? Great! Here’s an ad for the Yoga studio next door. Is there a long line at the restaurant right now? Bummer. Here’s 20% off for my restaurant down the street. No lines! Go to the airport five to seven times a month? You must be a business traveler, so here’s an ad for a bespoke suit from our friends at Artful Rebellion.
If you’re reading this you probably work in the advertising business, or you are an entrepreneur who needs marketing and advertising efforts to help grow your business. Do you see the magic in the business, or is it much more pedestrian than that? I’m curious to know how you got into the business and your feelings about the work we do. Do you love it, hate it, or are you indifferent?
(Note below is a brief pitch. Stop reading if you liked the article and don’t want to hear a pitch. Write back. Let me know what you think!)
What excites me most is the scale of innovation BrillMedia.co brings to local, small and mid-size businesses. We bring the power of advertising so companies can compete with the largest brands in the world. These are the under-served, and maybe never-served marketers for which aggressive Facebook ad optimization, Edgerank lead objectives, remarketing, hyperlocal, geo-behavioral targeting and place-based remarketing (to name a few of our awesome capabilities) makes the big difference. For those who are playing a big game – entrepreneurs, business owners, startups, local businesses, political consultants, emerging brands, app developers, those that are doing it big in their own way – know that we’re here to help. BrillMedia.co was created to make big ad-tech accessible to you! We assembled 18 of the best ad-tech tools and experts that large advertising agencies use to buy ads, model data, target audiences, run campaigns, find influencers and let you learn more about your business. Like you we are playing a big game, ready to help you, share knowledge, develop marketing strategies and ensure that the playing field is leveled. You will get the service, knowledge about your business, expertise and marketing outcomes that have in the past been reserved for massive brands with tons of money to spend.