In defence of Jargon

It annoys me when people say that our industry uses too much Jargon. Do we? Or do we use shorthand? Do we not all use shorthand in life? Anyone for a BLT? No wrong time of day I would rather a G&T or maybe a JD and coke. I make the point, we all use short hand in our discussions and conversations, I would not describe it as jargon.

I listen to advertisers talking about their business all the time, more jargon than you can shake a stick at! RTB – you want me to say Real time bidding every time? CTR? CPA? Life is too short to say that every time. No where we all go wrong is using them at the wrong time. Conferences, advertiser presentations, these mixed audience scenarios we need to all tread more carefully and explain what we mean.

The ability to explain a complex notion to a crowd that has less experience of your topic is where the art comes into its own. The programmatic buying business is technology obsessed and too focused upon it. It is this that we need to cut out, less the jargon. We should have learned from the past that technology is not the subject, it is what it can create for our advertisers. I met with an advertiser recently outside of our group and he seemed positively relieved as I focused on a more simplified approach to the business and a less techie pitch. As he put his algorithm back to basics manual away he seemed positively lifted.

And this is where Trading Desks can add value, the value of cutting through the jargon and the bullshit. As an advertiser with limited resources focused on this complex marketplace, they are pitched by everyone, each with their own shiny optimisation and algo (shorthand for algorithm) and it is daunting. Our job is to help navigate this world and design strategies that link up all of these marketplaces and technologies. We should focus on the outcomes of jargon, not the jargon itself and slowly for many the jargon will turn into normal day to day shorthand.

Well it is EOD so maybe a G&T?

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2 thoughts on “In defence of Jargon”

  1. Totally agree that the use of shorthand is fundamental when talking CPA’s, RTB’s etc. Having had a similar conversation about use of jargon with a friend (who doesn’t work in media) after a night out with a whole bunch of us who work in adland. He couldn’t get over the amount of bullshit and and wanky jargon came out in conversation when we talked ‘shop’.

    The issue isn’t over shorthand like you say, but there is an issue with fluffy guff in our industry where there’s lot of words without anything interesting/important ever being said. We have all been in meetings where that is the case & you’re listening to a suit from a creative agency trying to justify the $1m production budget for a 30 second TVC.

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