To start with, on account of the great people at Yahoo!

Ancient Discoveries To start with, on account of the great people at Yahoo! for their Long and Winding Road summit arrangement they displayed here in Dallas today. They are an exemplary character and man are they on brand. My unofficial ID looked professionally printed and my name was even in the Yahoo! affirmed text style.

The fundamental theme of this agreeable exertion by Y! also, OMD was the buy cycle and how it has been influenced by the web. I concurred with the majority of it, despite the fact that most of the discoveries were confirmations more than disclosures. Really, the most energizing part of the presentation for me was that a key take away was almost indistinguishable to something I expounded on in my 6/6 posting: Create your media arrangement around the shopper's day by day conduct as opposed to beginning with one medium and filling in around it. A brilliant honorable man named Mike Hess, Global Research Director at OMD, introduced this and different discoveries. Mike, I'm happy we're in agreement ;)

Talking all the more huge picture, one of the two themes/discoveries they secured binds in magnificently to the current week's Ad Age survey (Thanks to Tammy Cancela at New Media Gateway for this forward.) The discoveries show that there are four distinct "streets" to a buy. Snappy, Winding, Long, and Long and Winding. Presently we should return to that Ad Age survey. The inquiry postured is regardless of whether Clear Channel's concept of making one second long radio promotions will work and stay around. Possibly for the "Brisk" street portrayed in Yahoo's! concentrate, yet not likely for the other three. At the end of the day, for low dollar buys where there is a reasonable class pioneer - this may be fine. For whatever is left of us, it's pointless.

This has all the earmarks of being just agony administration solution for a medium that is verging on the in critical condition. Radio can't counter a) mobile phone use now and again when radio used to fill the time, and b) Ipods and music download administrations that permit you to listen to whatever you need, at whatever point you need. For a year that has highlighted "engagement" as the showcasing popular expression, this beyond any doubt is by all accounts a stage in the wrong course.