via Ad Age by James Gross
…there is no such thing as display advertising on most of the platforms where consumer attention is flowing:
- Tumblr
- G+
- Name the next one
With attention flowing this way, valuations and business models on these platforms will follow. Besides all these platforms being social in nature, the other common theme is that they all have (or will likely have) business models that are about helping brands acquire audiences. First, you buy or build your audience, then you pay to reach them and the larger network on the platform. The better your messages resonate, the less you have to pay, and the more you naturally grow within the ecosystem.
All this without special boxes the brand can buy…
This is a fantastic, worthy read that is right on point.