The Inkstained Mind: Now download a copywriter and art director

25 May 2010

Now download a copywriter and art director

I came across news about a software called PlaceLocal that - ahem, creates ads.

Apparently, "All you have to put in is the company name and address”, and PlaceLocal takes over. The programme automatically scours the Internet for references to the company - picking up basic like a logo, telephone number, business hours, maps and directions, reviews on local blogs, website content, and even photographs. And in moments, all this in laid-out into a customised online display ad. Seriously.

PlaceLocal's key benefit is for web publishers looking to add local businesses as advertisers. It cuts the time and effort taken for a person to actually go through the same process.

PlaceLocal has been created by PaperG, an advertising technology company in New Haven, Connecticut, USA.

Could this be the beginning of the end of humans doing cliched advertising? You wish.

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WHAT IS ADVERTISING?

It's often called the world's second oldest profession.

But while the scope of the oldest one has changed little over time, the evolution in the way we communicate has had profound impact on Advertising.

In the ancient and medieval world, Advertising meant word-of-mouth. In the 1500s with the development of printing it became a 'paid public notice', disseminating the message to many. And it had Copy & Art.

Then came radio, TV, computer, cable TV, Internet, mobile phones, Internet on mobile, and it's still not done... Even what we perceive as 'change' is changing. Continuously.

So what is Advertising today?

Honestly, I don't know.

But I do know from a dozen years evolving with the business, that Advertising is most valued when it can make a tangible difference for the advertiser.

That has not changed. And probably won't.

UPDATE: Nothing's changed. But in a way, everything has.

As you see, my focus has shifted - evolved in a way - to a larger canvas. The shift or evolution was gradual, and may be have been discernable to the more observant reader.

While I was delving into the influence of media in society to better understand how perceptions are created, evolved and disseminated, I chanced upon a thread of knowledge that I frankly never knew existed.

My conclusion is that a deep pool of awareness and consciouness exists beyond the shallow narcissistic boundaries created by the convention view of social media and the Internet.

My aim is to send my readers down any path that can lead to this quenching pool.