TV ads are not getting the reception they used to…
As someone who works in creative advertising, I love looking at ads. They entertain me, and inspire me to think in new directions. Even the bad ones have value – they demonstrate what NOT to do. But after a hard day’s work, I finally sit down on the couch for some diversion… and my DVR hands over a new option. Watch commercials, or fast forward through them? Ouch. Sometimes it’s a tough call, but when it all comes down to it, I’d rather keep the real entertainment rolling. I’ll take my nights in slow motion, and my breaks in fast forward.
The truth is, TV ads just aren’t getting the reception they used to. Maybe it’s because interactive media have presented us with a choice – look at ads, or play with them. We humans are a fun-loving sort… we play with our food, play with our hair, and now we play with our brands. Interactive advertising is not only proving to be more enjoyable, but also provides a richer learning and brand-driven experience.
Jonathan Lemonnier cites in his article:
While interactivity overwhelmingly scored above regular spots across the board, of more interest is the quality of that interactivity, the agency [2CV] said. "Interactivity magnifies the communication's effect, but that goes both ways," said Weapon 7 Managing Partner Steven Hess. Mr. Hess likened interactive advertising to a "social contract," where consumers accept to enter the brand's world -- a difference from past advertising efforts that interrupted the consumer's life. Continue reading article (login required).
This newer form of advertising engages us with a virtual brand encounter. It can offer a richer experience, even with simple messages or concepts. Because it achieves this feat better than any other medium, it has appropriately been deemed as “rich media.” But like all channels of communication, there are pitfalls along the way.
Just because an ad can pop and twist, it doesn’t become great. New innovations have to be used with sensitivity and tact. It is not uncommon for trigger-happy marketers to abuse the technology and create a pile of glaring, irritating matter. There are many considerations to creating truly rich content. Fortunately, savvy marketers and experienced agencies can properly wield these resources. It takes the right approach to connect with your audience – and it takes even more to integrate rich media into a wholesome, cross-channel campaign. Besides, why would you settle for TV commercials when you could offer this?
New forms of media bridge the gap between influence and entertainment. However, observing best practices is the key to impact, control, and sweet user delight. I think it was Spiderman who said, “With great power comes great responsibility.” Or was it this guy?
The New Marketing Economy is brought to you by Annodyne, Inc., a full-service provider of integrated marketing solutions. Annodyne is an enlightened breed of agency, bridging the gap between traditional and digital media – to modernize business and brand.
