The last 50 years of disruptive advertising is slowly being killed off by technology and human behaviour. It’s starting to look like one of those cat and mouse shows where the joke is unfortunately always on the cat. Technologies like VOD are almost 15 years old in the UK. That means a teenager could have lived their entire life without viewing a single commercial. Click-through rates on banner ads are on average 0.01% (not including fall-off rates); 99.99% of the world is suffering from Banner Blindness - with no foreseeable cure. And the latest plague on the industry is Google’s own war on SEO. The clever days of marketer’s back-linking and stuffing keywords seems to be a losing battle. The geekiest of interruptive methods are being out-geeked by the bigger geeks.
3 months ago
February 11, 2013
Now is the time to learn and experiment. When the big change actually happens, it will be too late.
Chipotle - Back to the Start Case Study (Cannes 2012) (by simviral)
I often tell people that one piece of content doesn’t warrant accolades in the branded content space, but normally I’m referring to those videos that come out of left field and involves wacky stunts or dancing babies.
This GrandPrix winner is an example of how one fabulously produced piece of brand content can make a huge impact if the story and experience around it are all working toward the same goal.
Well done CAA and the other agencies involved. It’s also covering an important topic close to my heart.
10 months ago
July 1, 2012
The best stories represent a simplicity of purpose and tap into the audience’s imagination so that they willingly go along for the journey. And the shortest ones can sometimes be the best. Ernest Hemingway famously wrote the six-word story: “For sale: baby shoes, never worn.
Founding Partner and Head of Branded Content at VCCP Content. Passion for all things branded content and social. Helping brands to become publishers and nichecasters.
Previously co-founder of Digitas's brand content division The Third Act and the Digital Content New Front event in NYC.
This is where I doodle when i'm not writing or working or consuming lots of media. I sometimes tweet too.
If you're looking for the brand content column I wrote for clickz go here.
The Media World is Flat / Opinion / Contagious Magazine
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