Wrote a piece for @GdnMediaNetwork: adding value in unlikely ways

Some of you know that I recently started a newsletter chronicling interesting projects and technology companies from parts of the world that are not the UK/US/EU regions. Maybe you’ve even subscribed.

That was an outcome, in part, of a piece I wrote for the Guardian Media Network a few weeks ago that has just been published. Here’s how it starts:

We’ve heard the statistics, we know the facts: on digital platforms banner blindness is on the rise, ad viewability is becoming an issue, and on TV, according to a recent report by TNS Infratest, simultaneous second screen usage results in the impact of advertising being adversely affected by nearly 60%. No doubt there are similar numbers, for those so inclined, that track the impact of other forms of media.

We live in a media-saturated world. Declarations about the number of advertising messages people are subjected to every day range from 500 to 5,000. I came across this interesting quote by J Walker Smith, executive chairman of the Futures Company, from an old article investigating the myth of 5,000 advertising messages per day: “If we really want to do good marketing, then we have to get out of the clutter business and stay solidly in the communication business. It’s tempting to try and address our challenges by adding more weight to our media buys, but this only raises the cost of doing advertising, and it never goes down in this arms race.”

You can read the rest here.


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