John Battelle Quotes

Video will drive the share-shift in advertising.

I think we have to recognize as an industry that users have a lot more choices and can click away to a lot more media. As a result, the advertising we create really needs to be something users want to see.

I skip through the programming to watch the commercials.

We recognized early on that media consumption was evolving and customers were looking for moving images to include as part of their advertising campaigns, website designs and corporate presentations.

Leave America and you'll find that the consumers in many other countries enjoy watching advertising. Not because the products are better, but because the ads are produced to be entertaining. Sometimes they are funny. Sometimes they are dramatic. Sometimes they are just beautiful.

If you look at the heritage of the best advertising, you can make stuff that is great for both readers and advertisers. I don't think Don Draper would have loved banner ads.

Driving up the value of the advertising is a big commitment for Microsoft.

Traditional media brand advertising is 65% to 70% spend; online, it's like 28%. You've got a huge margin.

It's a growing trend. Viewers are our customers, but so are advertisers. And advertisers want different ways to reach our viewers.

Advertising has a problem. They're being squeezed because media buyers and digital firms are doing the creative. They're being squeezed because people aren't viewing their stuff.

Millennials don't want to be bombarded by ads. But what is so interesting to me, though, is how willingly they accept native content. Or native advertising - it's not even native content.

Advertising in the past has been predicated on a mass market and a captive audience.

I've done a number of Super Bowl ads. And that is the best advertising of the year. That is when people realize they're going to be compared directly against other ads.

Apple has great marketing, among the best PR and marketing in the world.

There are plenty of people who are willing to pay $2.6 million for 30 seconds on the Super Bowl and hundreds of thousands of dollars for 'American Idol.' There will be advertising dollars on the Internet. We're there as well. We win either way.

There is no rivalry between Google and traditional advertising.

There are fewer established rules in the way you tell a story for commercials than in features. It's a great little short story you get to play with.

One of the challenges of buying local advertising is, how do you know if it worked? How do you know if it's got value? We're moving toward an e-commerce experience for local, an Amazon-like experience for local.

When you invest in high-quality brands, it pays off with high-quality audiences and, ultimately, high-quality advertising rates.

Advertising must respect the intelligence of its audience and if it does not prompt them to think, it will be instantly dismissed.

I've always been a fan of advertising, I've always been a fan of television, I've loved commercials, I've loved all the jingles, I loved all the stuff.

There is no such thing as a permanent advertising success.

I think people really appreciate clever commercials, as do I. I think they're very entertaining. You just have to wade through all the garbage. That's one of the reasons people watch the Super Bowl. A lot of them watch it to see the commercials and not the actual game.

Advertising generally works to reinforce consumer trends rather than to initiate them.

There was a period of time in America where the advertising world actually went to the housewives of America and had them write jingles that would appeal to them. It was actually brilliant marketing.