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How NOT to create an advertisement that will appear in a screen publication

During the early days of the web, it wasn’t unusual for a company to develop a website that worked only if someone used a specific browser. Land on that site using the wrong browser and you’d be...

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NeverWet – Best 2013 Example of Marketing that’s Invisible

(NOTE: This is not a post about viral or social marketing. Or, even content marketing. It’s a post about the messaging and focus of marketing. It’s about what marketing should be, but rarely is. The...

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What is advertising retargeting?

Recently, two people who live rather geek-free lives asked me the same question: What is advertising retargeting? I wasn’t pleased with my answer either time. I think I used the word “stalking.”...

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After advertising, what? Levi’s bike commuter collection “Go to Work” media

Levi’s commuter collection uses digital and video media to celebrate a niche passion, and to help grow its potential customer-base. (Note: Take up the “no-helmets” issue with them, not me.) The 12...

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How Could One Not Buy a GoPro Camera After Watching This?

If the product you’re selling is a camera that adventurous people strap on to themselves to record what they see while doing adventurous adventures, don’t waste time talking about how great the camera...

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Advice to web advertisers: Dial back the retargeting

TweetA few months ago, I posted an explanation of what advertising retargeting is. In it, I wrote: Say, you have an interest in bicycling and you spend a few minutes on a Saturday morning visiting some...

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How Apple Advertises New Products: The Prestige

TweetLast September 4, I wrote a Hammock Idea Email called, “Learn the Secret to Apple’s Product Launch Magic.” It referred to the movie, The Prestige, and broke down how Apple would be introducing...

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Why People Block Ads

Tweet People don’t hate good advertising that helps them discover new things, become better at things, provides them with insight and awareness, fuels their passion. What they hate is intrusive,...

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Why Customers Are Willing to Pay Not to See Your Ads

Tweet The current Hammock Idea Email explains how and why ad-blocking isn’t just a browser plug-in hack. Blocking ads is also a multi-billion dollar business. It’s based on the notion that advertising...

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In-House Content vs. Out-House Content

TweetWhenever you start reading analysis by an expert consultant who thinks a company like Pepsi is smart to create an in-house content (or other creative execution) agency for whatever reason, get...

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