Advertising on Demand
Joseph Jaffe was on the
Smart City radio show, touting his new book, “Life After the 30-Second Spot” and saying the things we all know to be true, but that marketers would rather not say or hear: We are getting really good at not consuming ads. We switch the station on radio, or use our TiVOs to go through them on TV, or flip past them in magazines, or block popups on the Web. (It’s always interesting to me how many of the people in TV ad sales departments have TiVOs at home and thus avoid seeing very the ads they’re selling that way.)
He made a few interesting points, both of which come from the content world, saying to be effective we need to model advertising after what’s been popular in content. He talked of “reality advertising,” getting real people’s testimonials, people who identify with or are passionate about a brand or product, how a blog with a simple post extolling the virtues of a product can be very powerful at promoting that product. And he talked about “advertising on demand,” saying, essentially that if the ads are good, and relevant we’ll want to watch them. For example, if you’re looking for a car you’ll want to find an ad for cars.
‘Brands have become engines of themselves, but they need to become enablers,” he said. You can listen to the show here.