What’s wrong with advertising? To start with half of all advertising is useless, we just don’t know which half. Except online we do. We know exactly how many clicks or engagements led to a sale. So why hasn’t more advertising (TV) moved online faster. Because the business model where half of all advertising is useless is VERY lucrative.
Uncertainty outsells certainty. The potential outsells the promise. What we want outsells what we need.
These are the lessons I learned running an online media company for five years.