You can find the FireBrand website here
(Categories: Wzzup)
Yesterday, Jorgen posted about the end of interruptive commercials. Traditional commercial breaks are annoying, at least when they’re crammed into traditional commercial breaks. A new business model should be about what consumers want. Mass should start a conversation with consumers. Joseph Jaffe (part of video interview) uses “The 30 second spot” as a metaphor for a the static 50 year old advertising that is one-way and push-based. Jaffe calls for the 31 second, one second and 301 second tv ads and long-form content. Consumers should be able to dictate or indicate what kind of advertising they want. In the same interview we did Jaffe said: “Television is still like going out to dinner with somebody who just talks all the time. Television has got to learn how to be part of a conversation, until it does that, it’s going to continue to become less and less relevant.” But what happens when commercials don’t interrupt other content but actually are the content? Watch an example here.
- Life After the 30-Second Spot: Energize Your Brand With a Bold Mix of Alternatives to Traditional Advertising
- Theory U: Leading from the Future as it Emerges
- Holding On to Reality: The Nature of Information at the Turn of the Millennium
- The Fourth Turning
- Searching for the Perfect Beat: Flyer Designs of the American Rave Scene
Image
1 Comment
-
Toolbox
-
-
Nudge: Improving Decisions About Health, Wealth, and Happiness
by Richard H. Thaler
52 customers reviewed this article averaging 4.0
Isbn-13: 9780300122237
Every day, we make decisions on topics ranging from personal investments to schools for our children to the meals we eat to the causes we champion. Unfortunately, we often choose poorly. The reason, the authors explain, is that, being human, we all are susceptible to various biases that can lead us to blunder. Our mistakes make us poorer and less healthy; we often make bad decisions involving education, personal finance, health care, mortgages and credit cards, the family, and even the planet itself. Thaler...
There’s some great examples in this video about engaged viewing of commercials. I remember that ad ‘Wazzup’ very well from a while back. And yes, if creatives are able to tell stories that become the content themselves that’s exactly what should happen. Of course it remains to be seen how ‘large’ the audience for this platform will get. I do still think that is a bottle neck for such initiatives as this one. The ‘old’ medium’s reach is still (and will remain for a while, according to Jurg), large and of such appeal to advertisers that they’ll keep squeezing those 30 second spots in.
Interesting question: what if advertising will develop in this direction, what will the role of the traditional broadcaster be? Are they going to disappear? How will they make money? Do you believe in a commercial free TV-station in the future?
Oh, and this video shows exactly what Jaffe was talking about. Check it out here…