Just been down to my local cash machine where two interesting things happened. Firstly I took out cash directly after (Dr, Sir) Jonathan Miller, neurologist, theatre and opera director, television presenter, humorist and sculptor (Wik.) and secondly, I had this beautifully succinct myspace ad. literally thrust under my nose as I started keying in my request for cash.

Clients often ask how they can use Web 2.0 sites like myspace and youtube etc. Strictly from an advertiser’s perspective I view these sites as an online version of a call centre fulfillment pack. The key point is that you have to be directed there as a route to finding out more information about a topic - just as Dan Bowskill has done. If you go to Dan’s space there’s real value; music for downloading, pics and information.

When considering these types of web 2.0 options, advertisers and their agencies have to ask themselves a Seth Godin style permission/value contract question: Will the prospects I’m directing there feel they’re getting a fair reward for taking the trouble to visit my site? Dan’s site is great “value”. To be meaningful to consumers, advertisers must to be in the same “value” game.

PS - Isn’t brilliant media planning just so simple?
PPS - I wonder what Jonathan Miller made of it?
PPPS - Is this “brand” or “response” advertising? Moreover, does that matter, at all?