Chapter 2284 New Choice
But it's also not that simple, and some people are still not sure about it.
The man whose millet income increased by 10% said politely, "Director Zuckerberg's explanation is very convincing. Social networking sites do have many advantages."
Next, naturally, it is no surprise, “But are all users of social networking sites equivalent to a suitable group for online advertising?”
“Is pure traffic and exposure enough to effectively build a strong relationship between the brand and users?”
“How much of the advertising we do on social networking sites is really effective?”
Feng Yiping looked at this person carefully. The other person caught Feng Yiping's gaze and nodded respectfully.
I have to say that for those who don’t know much about their nation, they are really very polite in terms of etiquette.
Feng Yiping nodded slightly towards him and then looked away.
These words made him hear some familiar feelings.
Isn't this the rumor that Pierre was talking about?
Chang Gu certainly didn’t expect that Feng Yiping was thinking about this at this time. He continued to speak, “We don’t know these things. What we do know is that after exiting online, they will still return to their familiar living space. Probably sitting in the living room watching TV with a can of beer,"
"What we also want to say is, will ads produced by technology like what Director Zuckerberg said really be effective?"
"We all know that advertising is still a field that relies on creativity to win. Can technology also solve creative problems?"
Sandberg smiled, "We all know that Mr. John Wanamaker, who can be said to be the Goldbach Conjecture of the advertising industry, 'I know that half of the investment in advertising is useless, but The problem is I don’t know which half,'"
"So, regarding the effect of our precise placement," she said without hesitation, looking at the advertisers in the audience, "we can't guarantee that every time we put it, it will produce results,"
Upon hearing this, Mr. Hase seemed a little dumbfounded. He turned sideways and started discussing with the people next to him.
There were more discussions in the conference room.
But no one looked disappointed. Most people, while relieved, looked more interested.
Sandberg's calmness makes Zuckerberg's previous statements more credible.
On the contrary, if she had talked about how wonderful the precise delivery was, some people would probably get up and leave.
Because that's impossible.
The word integrity is indeed important sometimes.
Sandberg then added loudly, "However, we are confident to make a comparison, under the same conditions, to compare the effectiveness of advertising on our platform and advertising on TV,"
She also looked at the audience, "What needs to be added is that in this comparison, we are not limited to any open and transparent plan,"
How you want to compete, we will compete!
And we will win!
At this moment, everyone in the audience could clearly feel her confidence.
If you don’t even have confidence in this, then how can you use technology to lead the trend of the Cannes Advertising Festival?
She paused, but maybe she was so confident that no one said anything like, "I have a plan I want to try" at this time.
In most people's minds, the idea that "their advertising system may be really effective" has been implanted in their minds.
"Mr. Hase's other question, let me summarize it, is about technology and creativity, right?" she asked.
Hase Kazunari nodded, "You summed it up very accurately,"
Sandberg said: "Although we seem to be a company that is good at technology, from our point of view, technology and creativity are not opposites. Technology will strengthen creativity, and creativity will in turn release technology. All the power it can bring,"
"I think my friends from advertising agencies should think so too,"
This way, not only would no one find fault with her, but it would also make her look very proud.
"Let me add," Feng Yiping intervened at this time, "I have met some outstanding advertisers, and many of them said that in the end, they discovered that advertising is actually a technology."
Many people nodded, this is the truth.
Just like in the end, we will find that many problems are philosophical problems. At a certain level, not only advertising, but also many other aspects of work are also technologies.
Kazunari Hase suddenly remembered that he had read an article written by a reporter when he was in China. The central meaning of that article is that you must be careful when communicating with Mr. Feng, because many times, his answers will make you feel stupid in the end, because all the things you mentioned are Some very stupid questions.
Hasehi felt stupid now.
Because he feels that the two opposite aspects can actually be said to be the same thing.
The reason why I think they are opposite is because I don’t know enough, don’t have enough vision, and don’t have enough height...
His face couldn't help but feel a little hot.
It's like exposing one's family scandal in front of a large group of high-end people.
"At the same time, don't you think that the Cannes Advertising Festival is actually a technical event now? Of those advertising companies that have won the Golden Lion, which one is not focused on technology?"
Everyone doesn’t understand. What does this mean?
Feng Yiping smiled and said softly, "The technology of making drafts,"
"Haha," some people were laughing, some were shaking their heads, and many were laughing and shaking their heads.
They were obviously familiar with this question.
Drafts are the jargon in the industry. As the name suggests, they are advertising ideas that are not shown on the market.
What is not shown on the market? This is relative to "showing on the market".
Drafts on the market refer to manuscripts and ideas that are recognized by advertisers and then implemented and spent money on media and television.
Drafts are the opposite. They are not recognized and will not be implemented.
Simply put, they are fake ads.
At the current Cannes Advertising Festival, many entries are for the purpose of winning awards, and "specially made" advertising ideas are drafts.
Once upon a time, the dream of advertisers was simple: to capture a lion in Cannes or to get a pencil in London (the trophy of the Yellow Pencil Award, a global annual creative competition under the British Design and Art Directors Association).
Winning one of these two awards is not only an affirmation of your creative philosophy, but also a shortcut to becoming an ECD, winning a beautiful woman, and reaching the pinnacle of life. These are therefore two recognized paths to success in the advertising industry.
The problem is that street advertising often "dies" miserably, so with the lion as a guide, many creative people in advertising companies began to fall into the crazy business of "making airplanes".
Whether it is fake charity or fake invention, as long as it can attract attention and get the coveted lion, morality and professional ethics are thrown into the clouds.
Many companies have also set up special airplane draft production workshops, the purpose is to see who "flies" more professionally and "flies" more excitingly.
Driven by such success studies, the Cannes Advertising Festival, which was once full of creativity and inspiration, has gradually evolved into a utilitarian war with airplane drafts rampant today.
The current Cannes Advertising Festival can be said to be an airport.
The only difference is that everyone has different ways of making airplanes.
"So, how do you want to choose? Choose some advertising companies that are good at making fake advertisements?" Feng Yiping said.
Sandberg looked at Feng Yiping and saw that he had no intention of talking again, so he made a summary.
"We know that TV ads do have many advantages, but if possible, at least I don't want to watch any ads before watching a movie,"
Many people said, and we are the same.
"We hope that they can realize this, but the problem is that from the current situation, it is still unknown when they can realize this,"
This point is also very objective. The TV advertising industry seems to have been finalized, and those guys don't seem to want to change at all.
"Will the Internet become another core advertising center in the next ten years? We don't know,"
"What we can guarantee is that even if the ads we produce are not necessarily the best, they must be unique and in line with the preferences of our users, and in terms of delivery, they must use a method that will not make them feel annoying,"
Everyone started to discuss again.
In the past, there was really no choice, so we could only helplessly choose those advertising companies that were good at shooting planes.
But now it seems that there seems to be a new choice?