An old HHCL mazda ad that was a little bonkers in a world of VCRs but may have fortold a way of engaging the PVR…
Bit of an aquired taste this but for those of you interested in some of the implications of the timeshifting revolution on ad engagement in general and pre-testing in particular here is the paper I gave to Admap’s pretesting conference on the 9th Feb 2006. Don’t all rush at once.
I cover some perenial favourites of mine like ad avoidance being a national sport and brand dawinism. But also introduce some stuff on the geometry of the break and the creative imperatives of the new communications world order.
There is also some new research in there – both quant and qual. Hurrah.
Both the speech and slides (you’ll need both) are available as downloads. A couple of the slides are missing (the mpeg of a fast forwarded break and a house ad we ran on ad avoidance) because they make the file too large. Frustrating! I will try and solve this.
It seems to me that there are two equally important things happening in advertising at the moment that are more than a little contradictory.
On the one hand is the emerging popularity of what I call identitity rich advertising. In its current incarnation this appeared in the mid 90s with WCRS’s work for Orange and HHCL’s for the launch of the low cost airline Go. Interestingly the identity partners in both of these campaigns was Wolf Ollins.
At present this type of work finds its most ubiquitous expression in VCCP’s work for O2 and also in the Ipod campaign in which the principle focus of the communication is always the identity rather than a bigger thought about the brand. Indeed the potency of this approach seems to reside entirely in the aesthetic and the emotional, something that is slightly scary for someone schooled exclusively in a world of conceptual creativity – what we used to call an idea in the old days. Of course identity rich advertising need not be vaccuous and BBH’s campaign for Vodafone proves that this isn’t always the case – the power of now work is identity rich and intellectually satisfying.
If identity rich advertising is domniated by the aesthetic and emotional then Google’s adwords is presisely the opposite. Here is an advertising environment where not only are creativity and executional precision absent they are actively legislated against with every advertisement typographically and aesthetically identical. This is rational advertising at its most extreme where relevance is the key driver of communication success not creative standout or appeal.
Unfamliliar and challenging as these approaches may be they are by far the most dynamic developments in an industry searching for a new creative language. And in many ways the advertising world seems to be going back to the future, to the creative approaches present at the birth of the modern industry in the late nineteenth century – a big logo painted on the side of a house and text heavy press advertising, this time on search engines.
Some books I read and some I chew on.
Chewy books are those where the thinking is so profound or ideas so counter intuitive that they are tough to digest.
Douglas Holt’s How brands become icons is a chewer.
A couple of nice chaps from a research agency called duckfoot popped by to see me recently with some research they had done on advertising and PVRs.
Real research mind – that is possibly rather helpful.
It is time we all stopped talking about the future of advertising in a PVR world and started doing something about it. I am working on 20 concrete ideas to get people started. It may end up as a more chuncky ten or as a more Cluetrain like 95. Maybe you can help me on this?
If 92% of all ads are zapped when TV is watched off a PVR hard disk what are the implications for advertising? This presentation offers…
A gloriously simple chart based on TGI data that indicates exactly why people might want to use PVRs to zap ads. It was originally given…
– Number of Sky+ PVRs in the UK – 1.3m out of 8m subscribers. – Sky estimate for the penetration of PVR type devices in…