Ad Networks + Agencies + Companies = Doing poor advertising by being lazy

Creativity, innovation, experience enhancement. That should be the definition of agencies, ad networks, and ultimately companies that hire them to make their brands and products sell more. But for many reasons that doesn’t. Basically agencies are learning how to deal with the Internet, companies are still misleading agencies with brief that don’t highlights their needs, and ad networks are using patterns that don’t match with the Internet. And all of them are trying to protect themselves from failure requesting data and proven successful campaigns before making their decisions.

But in the Internet “wild wild west” where all is to be created, the whole advertising business has built its standards on old and irrelevant patterns. Sure we have to get supported by things we know, but now we know the chosen pattern isn’t the one required, we have to move forward. Sean X Cumming, in a column for iMediaConnection, has made the same conclusion based on the fact ad networks delivering banners and low quality advertising (since not interesting consumers) are the result of the whole business not sticking with the evolutions of the media.

Is there no solution? I don’t think so. Examples as Zappos, Dell, Starbucks, Threadless, and many others are proving the world we can do it another way. They’re the new breed of companies we all need to follow and generate innovation that works. On the ad network side, Google has proven new advertising patterns can work, we have to be creative and innovate.

We’re at the edge of a new era where lazy companies would be last and agile companies would become first. Concepts such as Office 2.0, consumer centric companies, user experience, or Chief Community Executive are components of the companies that would be successful. Want to be part of it?

Photo Credit: Markus Nielsen

To read more on that topic:

• Web 2.0 + Best Practices = Connecting and creating value
• GM + Social Media = Creating a fan base
• Brand + Definition = Influence is core to brands, Internet is then core too
• Engaging with consumers + Branding = Content is king and filtering is gold
• Microsoft - Seinfeld = Microsoft “I’m a PC” ads just Rock! You got it guys