"You Can't Sell Dove on Horseback" - David Ogilvy & Why Context Matters

"You can't sell Dove on horseback" was David Ogilvy's response to the media pitch from Have Gun, Will Travel when they wanted a large consumer products advertisers to buy ad spots on the most popular TV show at the time. 

He knew that context matters and although Have Gun, Will Travel would give Dove the scale to reach the mass audience that it needed to reach, that the results of associating the brand in an inappropriate context would not generate the results he needed. 

Today's digital advertising world is filled with audience extension, networks, DSPs, SSPs, Marketplaces and Exchanges that all chase after eyeballs. With all of the technology and data targeting we employ we still get abysmal results. Maybe we need to take another look at where our ads are being shown. Maybe premium brands should live alongside premium content. 

Take a look at how Lincoln leverages their media spend on the New York Times by integrating with the site and delivering their advertising message. Click on Lincoln's ad in either the ears along the masthead or on the 300x600 and see how the New York Times adds value to their brand.  

• Live Link: http://goo.gl/HVPhr
• Demo Reel: http://vimeo.com/65927875

When working tirelessly to maximize the ROI of your digital ad spend, reaching your desired eyeballs in the right context can make a tremendous amount of difference. 

This is just one example of the custom and unique capabilities CheckM8 provides as a rich media technology vendor to our media, agency and brand clients. 

Eric Low
Business Development, Advertiser Solutions
Email: eric@checkm8.com
Phone: 212.268.2948
Twitter: @EricLow

LinkedIn: www.linkedin.com/in/elow228