Chapter 5 - Display Advertising: What You're Missing - By Darryl Chenoweth

[Paul Terlemezian]

Terrific chapter - especially for someone who wants to be in the Display Advertising business. It could also be titled (with apologies to Reader's Digest) - 10 Things Your Display Advertiser does not want your customers to know about!

As I continue my "reading for disruption" this chapter caused me to search the TOC for a chapter titled "Digital Marketing Ethics" - I realize that ethics are hard to define - and yet a single-minded focus on something other than value to the customer may lead us to compromise our ethics. Would it be fair to ask how the end-customer benefits from each of the tactics suggested in this chapter. Again - my motivation is not to malign Display Advertising - my motivation is to disrupt it - that is - use Digital Advertising in a way to bring new value to the consumer in a manner that could not be done before.

It seems like the consumer and advertising are at odds with each other. As a consumer how likely am I to co-operate with you if I know your intention is to get me to "buy things I don't need with money I don't have" (see chapter 4.) This adversarial relationship causes the provider to spend more time and money to overcome the relationship - this is good for businesses who make money doing this (the "middle person" - but not the provider or the consumer>

Is it possible for Display Advertising to authentically create collaboration between the provider and their prospective client? How can trust and relationship be built? Can we mobilize our intelligence, understanding of technology and human nature to avoid creating a landing page "on which there is no navigation and no escape for visitors other than clicking on your calls to action" (page 80.)