The flap over the Dutch Sony billboard for the new white PSP (Joseph Jaffe has a pic) illustrates how the Web is making all ads, not just online ads, global. To recap, Sony has decided to pull the billboard, which featured a blonde, white woman, aggressively grabbing the face of a black women, after complaints that it was racist. A Reuters story cites vocal opponents as “California Assemblyman Leland Yee, the National Association for the Advancement of Colored People (NAACP) and a youth civil rights education project called Sojourn to the Past.”
Fascinating how an ad, created “locally and exclusively for the Dutch market” can reverberate and outrage across continents. And wonderful that the company will listen and respond.
Emotion can be very powerful when trying to reach an audience, and it can be boosted by linking it with the way memory affects human behaviour. How can all of this apply to the demanding mobile audience?
With social media reach and engagement rates having dipped so precipitously over the last year or so, paying to play is the only option for most brands now.
Digital (and in our case search and content) data holds the keys to marketing success.
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