Free Your Mind And The Banner Ad Will Follow

Mitch Spolan, Yahoo!’s Vice President of North American Field Sales, wants us to approach the digital ad space like the blank canvas that it is. He wants us to spatter paint on it, chew on it and maybe bleed on it. Presumably, because he’ll be more able to sell our creative output when we really get into it and make not ads, not art.
Writing on Business Insider, Spolan argues:

Advertising content produced for the Web should be developed as art, just as broadcast and print marketers have done for years. Our industry is at its creative best when we embrace ads as an integral part of the overall media consumption experience.

Art. Is that what your clients are buying? If you’re one sly devil they are. Everyone else is selling marketing solutions, not that those can’t be artfully rendered and even mind-blowing on occasion.
At any rate, if the display ad makers of the world are going to make art, they’re going to need some inspiration. Here’s something that might freak them out…



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.