Vol 6 Chapter 126: New choice

But it is also impossible to be that simple, and there are still some people who are not sure about it.

The person whose income has increased by 10% said politely, "Director Zuckerberg's explanation is very convincing. Social networking sites do have many advantages."

Next, it is not surprising, "But, are all users of social networking sites equal to the applicable groups for online advertising?"

"Is mere traffic and exposure sufficient to efficiently establish a strong relationship between the brand and users?"

"How much of the advertising we do on social networking sites can really be effective?"

Feng Yiping took a closer look at this one, and the one who ran into Feng Yiping's gaze nodded respectfully.

I have to say that for those who don't know their people, they are really very polite from the etiquette point of view.

Feng Yiping nodded at him a little, then looked away.

These words made him hear some familiar feelings.

Isn't this the rumor that Pierre said?

Of course Canggu didn’t think Feng Yiping was thinking about this at this time. He continued to comment, “We don’t know these things. What we know is that after exiting from the line, they will still return to the familiar living space. , Maybe holding a can of beer and sitting in the living room watching TV,"

"What we also want to say is that advertising produced by technology like Director Zuckerberg said will really be effective?"

"We all know that advertising is still a field that wins with creativity. Technology can also solve the problem of creativity?"

Sandberg smiled, "We all know that Mr. John Wanamaker, that sentence can be said to be Goldbach’s conjecture in the advertising industry, "I know that half of the investment in advertising is useless, but The problem is I don’t know which half it is,’"

"So, regarding the effect of our precise advertising," she said as she looked at the advertisers in the audience, without hesitation, "we can't guarantee that every time we put in, it will have a long-lasting effect."

Hearing this, Mr. Hase seemed to be a little dumb, he turned sideways and started talking with the person next to him.

The discussion in the conference room also increased.

But no one showed a disappointed look. Most people, when they were relieved, looked more interested.

Sandberg's calmness made the statement including Xiaozha more credible.

On the contrary, if she said in a big way that the effect of precise delivery is so good, it is estimated that some people will get up and leave.

The word honesty is really important sometimes.

Sandberg followed by loudly adding, "However, we are confident to make a comparison, under the same conditions, to compare the effects of advertising on our platform and advertising on TV."

She also looked at the audience, "It needs to be added that for this comparison, we do not limit any open and transparent solutions."

The whole audience could clearly feel her self-confidence at this moment.

Whatever you want to compare, we will compare, and we will definitely win.

If you are not even confident about this, then how can you talk about using technology to lead the Cannes Advertising Festival?

She paused for a while, but it may be that she was a little overbearing with self-confidence, and no one put forward words like "I have a plan to try" at this time.

In most people's minds, there has been a view that "their advertising system may only have the best effect".

"Another question from Mr. Hase, I have summarized it. It is about technology and creativity, right?" she asked.

Hase Kazusei nodded, "You summarized it accurately."

"Although we seem to be a company that is better than technology, from our point of view, technology and creativity are not opposites. Technology will strengthen creativity, and creativity will in turn release all that technology can bring. power,"

"I think my friends from the advertising agency should think so too,"

In this case, not only will no one find anything wrong, but it will also make her look very angry.

"I add," Feng Yiping intervened at this time. "I have met some outstanding advertisers. Many of them said that in the end, they discovered that advertising is actually a technology."

Many people nodded, this is the truth.

Just like in the end, we will find that many problems are philosophical problems. At a certain height, not only advertising, but many other aspects of work are also a technology.

Hase Kazusung suddenly remembered that he had read an article written by a reporter when he was in China. The central meaning of that article, roughly speaking, is that when communicating with this Mr. Feng, you must be careful, because, in many cases, his answer will make you think you are stupid in the end, because all you mentioned are Some very stupid questions.

Hasan now feels stupid.

Because he felt that the two opposite aspects were actually the same thing.

The reason why I think they are opposites is that I don’t know enough, not enough vision, not enough height...

His face couldn't help but feel a little hot.

It's like exposing one's own ugliness in front of a large group of high-end people.

"At the same time, don't everyone think that the Cannes Advertising Festival is actually a technical special now? Which advertising company that uses Golden Lions is not technical?"

Everyone doesn't understand, what is this statement?

Feng Yiping smiled and said softly, "The technology of making airplane drafts,"

"Haha," some people were laughing, some people were shaking their heads.

Whether you are smiling or shaking your head, you are obviously familiar with this issue.

Airplane drafts are the jargon of the industry, as the name suggests, they are advertising ideas that never go out of the street.

What is not going out? This is relative to "going out of the street".

Street manuscripts refer to manuscripts and ideas that have been approved by advertisers and then implemented and spent money on media and television.

The airplane draft is the opposite, it has not been recognized and will not be implemented.

Simply put, it is a fake advertisement.

At the current Cannes Advertising Festival, many entries are made to win prizes, and the "specially made" advertising ideas are airplane drafts.

Once upon a time, the dream of an advertiser was simple: capture a lion in Cannes, or get a pencil in London (that is, the trophy of the Yellow Pencil Award, a global annual creative competition under the British Institute of Design and Art Directors).

Receiving one of these two awards is not only an affirmation of your creative philosophy, but also a shortcut for you to become a creative director (ECD), win Bai Fumei, and reach the pinnacle of life. Therefore, it is also recognized by the advertising industry as one of two successes. road.

The problem is that advertising on the street often "die" miserably. Using the lion as a guide, many creative people in advertising companies began to fall into the frantic "aircraft building" business.

Whether it is a fake charity or a fake invention, as long as it can attract the eye and get the coveted lion, morality and professional ethics have been left behind.

Many companies have also set up a "production workshop" for aircraft drafts, with the purpose of being more professional and more exciting than those who "fly".

Driven by this kind of success, the Cannes Advertising Festival that once burst with creativity and inspiration has gradually evolved into a utilitarian battle that is rampant today.

The current Cannes Advertising Festival can be said to be an airport.

The difference is that everyone has different ways of flying.

"So, how do you want to choose? Choose some advertising company that is handy for adding advertisements?" Feng Yiping said.

Sandberg looked at Feng Yiping~www.wuxiaspot.com~ and saw that he didn't mean to speak any more, and made a summary.

"We know that TV commercials do have many advantages, but if they can, users don’t want to watch any commercials before watching a movie."

"We expect them to recognize this. The question is, judging from the current situation, when they will recognize this is really unknown."

This point is also very objective. The TV advertising industry seems to have been finalized, and those guys have no intention of changing it.

"The Internet, in the next ten years, will become another core advertising center, we do not know. What we can guarantee is that even if the advertisements we produce may not be the best, it must be unique. It’s unique, and it’s in line with our users’ preferences, and in a way that doesn’t make them feel annoying.

Everyone is discussing again.

In the past, there was really no choice, so I could only choose those advertising companies that played well.

But now it seems that there is a new choice?