“Shame” on BP and Morgan?
AdAge.com fired off this editorial yesterday espousing the reasons advertisers should not use their budgets to bludgeon content providers into a “friendly” environment. While I agree with Ad Age’s assertion, I don’t see anything to back up their imploring tone other than a somewhat (through a marketer’s eyes) weak assertion that the advertiser should try to reach the audience that the content provider provides.
If I, as a marketer (and I’m not), can get my qualified audience, and some control of the message, why not go there? I think in the long run it’s a losing strategy — because ultimately the content will get diluted the point that users will go elsewhere — but in the meantime (for the two years or so I as ad buyer may have any given job) won’t the ad spend seem more justified? I don’t like this equation, but I think it exists.