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How Advertising Really Works

Bill Nussey, Silverpop
by: Bill Nussey (@bnussey)
03 February 2010

If you were ever interested in how content-based advertising has evolved and, even more so, where it might be going, this TechCrunch article does a great job of describing it. It focuses on the rise and future of online video advertising, but its insights can easily apply to the evolution of any kind of advertising. A few of my favorite takeaways:

  • The more content that’s available, the higher the percent of time people will spend consuming content
  • Half of video content is sought out, but the other half is stumbled upon
  • Content “portals” matter less and less as content is shared through social networks and search engines (e.g., I didn’t know that “YouTube is the second largest search engine”)

In other words, further proof that relevancy is king and connecting with customers through multiple channels is essential in today’s marketplace.




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