The whole ad blocking issue is really about publishers, because when ads are blocked, publishers can’t distribute ad content inside their content—which is their revenue system. That’s it, that’s why there’s an issue and increased chatter in the industry. Don’t make it bigger or closer to home than that. In the bigger picture, we are not hearing creative people talking about how ad blockers are killing their industry—instead, they’re saying it’s good because it means everyone will try to do better work, an upside. So it’s all in how you look at it; shift your focus.
As the second largest economy in the world, it’s energizing to envision organizations in China now using the new Chinese translation of Storyscaping to ‘create worlds’ for brands. “When we as a company decided to open source our approach, it was our hope that Storyscaping—Stop Creating Ads, Start Creating Worlds would grow legs beyond […]
We’re in it together. Not too many businesses can escape the challenge of managing, leveraging and scaling the ever-growing marketing data mountain. That’s where gathering viewpoints from the pros at events like the recent iMedia Agency Summit come in handy. According to the iMedia website, the success recipe of the day includes a blending of […]
Once upon our marketing times, we lived in a world that was more linear in terms of creating ads and planning media. In those days, we ‘funneled’ our efforts. For example, first, we may have created and launched a TV campaign, where ads would direct the viewer to a website—where viewers could print a coupon—which […]
Launched in 2014’s bestselling book Storyscaping, our strategic approach has continued to fuel powerful thinking about brands and experiences at the intersection of story and technology. Our Storyscaping approach is a way of looking at the world that we have refined into a powerful model for working with brands, people, and technology. Storyscaping’s principles guide […]