Ask the Board – January 2, 2018 | DAVID SALEME


If you could put out an industry SOS, how would you fill in the blanks: CONTENT CREATORS OF THE WORLD, PLEASE STOP WITH THE _______. THE INDUSTRY REALLY NEEDS MORE ________. Why?”

(Thank you to guest contributor Kim Mclean, Principal at Herringbone Studio)

Content creators of the world, please stop with the gimmicks. The industry needs to create content that connects with the intended audience in a meaningful and relevant way. Each ad should have a core message that creates an authentic connection. Attention spans are shorter than ever, and it appears that many in the industry are focused on shock or gaudiness to grab a view. This type of content results in ads that are often perceived as noise without lasting impact. Relating through humanization and an emotional connection are the alternatives to these gimmick ads and surface-level messages. The content should show how the message connects with the user’s life at the time and place you are trying to reach them. By tailoring your content to their needs and not just for grabbing their attention, you will establish a meaningful and lasting connection.

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Senior Manager, Business Development
John Glenn Columbus International Airport

End User Council

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