Diary of a Scared Brand

Funny take on the knee-jerk fear based use case for ad verification...

You sliced and diced your target audience with the newest tools from behavioral, semantic or contextual online advertising networks or platforms, you produced the most engaging online ad creative with the most expensive digital advertising agency that has racked up more AAAA, ANA, IAB, ARF awards than the competition, you went on a digital media buying spree that ensures that your slick interactive ads will be seen by tens of millions of people in the right demographic across hundreds of relevant online publications.

And then, if you’re a marketer at ExxonMobil or Sprint, you see your motor oil and cell phone ads wrapped around an article about a kid who was killed in a motorcycle accident, like two giant book ends that scream out, “look at me, I have no tact.”

Goodbye happy morning.