Decisive
Decisive is team that is passionate about building great products. Our campaign analytics platform makes it easy for advertisers to create, analyze and optimize mobile advertising campaigns.
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Why People Hate Ads
My co-founder @onecreativenerd and I joke that the advertising industry needs better advertising. We believe that advertising is a fundamentally good thing for our economy. Most technology innovation over the past two decades has been brought to us by companies that are either ad supported, or companies that buy tons of ads.
So why do people really hate ads? Would we rather pay for everything we read, watch or listen to? We’ve yet to see a content medium to scale without advertising. Not print, not radio, not TV, not internet. People don’t hate the idea of ads as much as they hate BAD ads, and unfortunately today online, and mobile are filled with tons of them.
I’ve never heard of anyone complain about google keyword ads around search results. The relevancy makes it one of the most useful advertising products that we’ve ever seen.
Twitter’s sponsored tweets (which I’m seeing more and more of lately) have been extremely relevant, and live elegantly within the twitter experience.
Every year we anticipate and share the our favorite ads from the Super Bowl.
I like to think three guiding principles for great advertising experiences are as follows:
- Be helpful, inspiring or entertaining.
- Don’t be disruptive to the content experience.
- Leverage the best inherent qualities of the medium where the ad is appearing.
At Decisive, almost everyone on the team has a copy of Ogilvy on Advertising sitting on their desks. It’s a thoughtful handbook on the craft of advertising. Many of the lessons are from the days when print was the biggest advertising medium, but most of book remains relevant today.
Every day we work hard to do two things:
- To show people ads that they want to see.
- To help our advertisers run successful campaigns.
We are entering an era where a contextualized mobile ad can be as good as helpful as the content it lives beside, yet most of mobile advertising miserably fails this test. As an adtech company our job isn’t simply to sell more ads. It’s our job to create great products that help advertisers delight not annoy consumers.