Monday, June 22, 2009

New Ingredients to Fix Advertising

Paul Graham, founder of Y Combinator, a start-up that creates start-ups, published a list of start-up ideas his company would like to fund.

Graham's Start-Up Idea #12: Fix advertising.

He writes, "...audiences learn to tune out boring ads, no matter how loud they shout. What we have now is basically print and TV advertising translated to the web. The right answer will probably look very different. It might not even seem like advertising, by current standards.

"So the way to approach this problem is probably to start over from scratch: to think what the goal of advertising is, and ask how to do that using the new ingredients technology gives us.

Probably the new answers exist already, in some early form that will only later be recognized as the replacement for traditional advertising. "

Some of the new answers exist already, indeed; just look at the innovations within mobile search and social media combined with ecommerce. One example is Apple's AppStore which combines mobile search and social media to deliver increasingly relevant solutions to meet our needs at any moment wherever we are.

Another example are e-book readers and Amazon's Kindle platform.

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