Comments from the session of the Guardian Media Summit. - the memorable bits
We want your money. But we're having a pretty damn hard time deciding how to do that.
We've tried web ads. You're all ignoring us.
We're going after you via moble, but we know it's not working, as well as it should.
But you don't like it when I ping you ads everyday cuz you visited Amazon. Wait a minute actually Amazon's ok cuz you can inform the level of granularity. That sell was a gift so stop targeting me, so don't hit me up again.
Lori Cunningham from the telegraph believes in value ads. We know what our users want. But value added for the advertisers or the consumer?
Who cares? Well a question from the floor said users are getting more savvy and will eventually turn off from ads that target them. [ heard this before]
Furthermore, what the *** do you mean by Value-added? Hayes says it's got to do with emotional engagement. And what does emotional engagement mean??
The metrics seems to clear by Haye's standard, but I am still loss.
One thing emotional engagement is not directly proportional to clicks and shares via social. See this Times Piece. Total Time Read on a page is one of the new metrics. But how does the Ad lot measure that?
Paradox from punter. You want the ads, sometimes, particularly according to Ben Huh from cheezeburger if they're funny, but you don't want that ad bots knowing everything about you.
Programmatic ads therefore suck. What should work is personalisation, which according to Paul Hayes from News UK, is the way it's going. He quoted the daddy of big data, Tesco's Sir Terry Leahy. Leady was behind Tesco's successful club card
Question from the floor. The implications that ads are losing huge revenue cuz no one's clicking. So do you go down the route of the Guardian and have your data open and share or do you continue with pay wall model?
Prognosis after the session. It's a confused
market. No one has the answer. The metric works for specifics groups, based on sociological and Tech reasons until
something else comes along with another./
Lively session, none the less curated by Jeff Jarvis.
Buzzwords of the session: Subject-experts. Editors are needed because they are subject-experts!