This is from Adrants:
We welcome guest columnist Sean X Cummings who, in response to the ongoing Yahoo/Microsoft acquisition dance along with Google's response, has several things to say about the deal and how the pace of technology growth is out pacing the ability of some marketers to keep ups with and master the influx of new media.
The Microsoft/Yahoo deal is often analyzed on the differences between technology companies, and media companies, offline, and online, threats to companies within that world, and outside, and those who interfere. Much of this misses more fundamental issues.
The reality is that the promise of digital, from an advertiser's perspective, has largely not been realized. And whereas Microsoft is not as beholden to it, Yahoo is. The devices are becoming ubiquitous; cell phones, web, widgets, blogs, social media applications and more. But they are prevalent only because of proactive consumer adoption. A device becoming ubiquitous does not make the medium ubiquitous, nor standardize the creative content of the media delivered to them. They are not all equal, nor impact the consumer in the same way. We are still searching for the emotional impact of television on the consumer in digital. A digital medium where something can be done once, scaled with minimal marketing resources, and have the same societal impact. (READ THE REST)
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