This document provides advice from Dave Birss on creating effective digital advertising. It suggests that most digital advertising is ineffective, but well-targeted advertising can still be powerful if done properly. It encourages readers to think beyond traditional media channels and formats, aim for organic connections with audiences between advertisements, and use digital and social media to create things that people genuinely love rather than just advertising.

1. LET’S MAKE STUFF
PEOPLE LOVE
DAVE BIRSS

2. WHO IS THIS GORGEOUS SCOTSMAN

3. MOST DIGITAL ADVERTISING IS
ABSOLUTE CRAP

4. CREATIVES HAVE
LOST INTEREST IN BANNERS

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13. WELL TARGETED SHIT IS
STILL SHIT

14. WELL TARGETED DYNAMITE IS
POWERFUL

16. CREATE YOUR OWN
MEDIA SPACE

18. THINK BEYOND YOUR
MEDIA CHANNEL

21. DIGITAL IS BEST WHEN
IT’S NOT DIGITAL

24. SOCIAL MEDIA IS NOT ABOUT
SOCIAL MEDIA

26. AIM FOR THE BITS BETWEEN
THE ADVERTS

29. NOW GO AND MAKE THINGS
PEOPLE LOVE
dave@getadditive.com
@davebirss