The End of Really Bad Advertising

There are 2 trends that I predict will help shape our future in advertising.

The first is web 3.0.
Web 2.0 was all about providing platforms and forums for users to create UGC, blogs, viral stuff, etc. We gave the consumer a voice. And when consumers have that kind of power we end up seeing a lot of “really bad” content. Web 3.0 will change that. Content will be the next killer app.

Take the latest Guinness ad, for example. They spent $21 million producing that 90-second ad. Why? Because it’s entertainment value. OK, they stole the idea from Honda but it’s still entertaining.

And then there’s Firebrand. A site where you subscribe to watch your favourite ads.

Facebook and their social shopping experience is putting the power into their members’ hands. The brands that I choose to become a fan of are brands that have entertained me / given me value in the past. As soon as those experiences become lost, I’m no longer a fan. And all it takes is one click.

The second is EXPERIENCE
Most ad agencies are too busy executing rather than planning experiences… running around writing bullshit briefs, always being a YES man, hardly ever taking into account what the experience should be as opposed to what we can afford it to be so our margins are good and in some cases, meet monthly revenue targets set by corporate.

The successful “experience agency” will pay heed to this quote from an IBM report:

Two thirds of the advertising experts IBM polled
expect 20 percent of advertising revenue
to shift from impression-based to impact based
formats within three years.

The good news is we’ve been been preaching this for some time now. However, we have work to do. We need to shift our thinking from Ad Agency to Experience Agency. To do this, we need to bring “design thinking” to “strategy thinking”.

This will achieve better results because consumers are more engaged with the whatever message we’re delivering. In some cases, and it’s happening more often, design will become a part of product design, thus giving a consumer greater engagement and a better experience.


2 Responses to “The End of Really Bad Advertising”

  1. 1 Droso November 15, 2007 at 2:54 pm

    Content IS and WILL be the most important thing no matter what Web version is happening, and still think brands are in hands of consumers, companies are the ones to generate trust.
    Is this change of vision will really happen? will my boss understan this? Hope it will.
    Great article

  1. 1 » Blog Archive » La Publicidad y el Contenido Trackback on November 15, 2007 at 5:10 pm

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