“The Web has mega-optimized the smallest chunk of advertising,
which is direct response,” he continued. And that’s fine for, say,
an online electronics retailer. But it doesn’t do much to enable
the kind of creative advertising that is “intended to make you feel
something for the brand.” That’s what the ad industry was built on,
and it’s what people remember, he says: “Can you remember the
last Twitter ad you’ve seen, the last Facebook ad?”
