The 30 Second Spot
Well, over the Thanksgiving Holiday its a great time to take a moment out of the grind and relax and read. I just finished a book that I found very interesting Madison & Vine, the convergence of the entertainment industry and the advertising industry. The book talks about the "New Consumer". The New Consumer is a topic I focus on considerably. The new consumer is anti-marketing, an active participant in massive consumption of media, and wants their entertainment, advertising, media, music, and information on their time, when they want it.
The book Madison & Vine, really focuses on the old world view of advertising 30 second spots. The glamour of producing television that millions of people, might pay attention to or use that time to check the sports scores while their significant other is watching Desperate Housewives or the Bachelor. The books focus is on the fact that the 30 second spot is "dead". Well its really not dead, it just needs to evolve, sort of. . .
Its not the 30 second spot that needs to evolve, its the idea of communicating a brand message to an audience. Back to the new consumer, we know that they are voracious consumers of media, they are engaged on multiple platforms, and are never full attentive to one single medium. So how does a 30 second spot communicate to them? And how does it communicate to them when they hit the fast forward on their TiVo?
What we need to think about is who our audience is. David Ogilvy said "The consumer isn't a moron; she is your wife. " And as true as that is about what you say to the consumer, it is just as true with how you say it. And you know and I know that your wife doesn't just watch TV. She talks on her cell phone, text messages, IMs, emails, works, browses the web, reads magazines and newspapers, plays video games, shops, goes to the gym, runs a large corporation, runs your family, so why only talk to her in a 30 second commercial? Not to mention the fact with all of those different vehicles fighting for her time, you don't think she is going to fast forward through those thirty second spots?
The book Madison & Vine, really focuses on the old world view of advertising 30 second spots. The glamour of producing television that millions of people, might pay attention to or use that time to check the sports scores while their significant other is watching Desperate Housewives or the Bachelor. The books focus is on the fact that the 30 second spot is "dead". Well its really not dead, it just needs to evolve, sort of. . .
Its not the 30 second spot that needs to evolve, its the idea of communicating a brand message to an audience. Back to the new consumer, we know that they are voracious consumers of media, they are engaged on multiple platforms, and are never full attentive to one single medium. So how does a 30 second spot communicate to them? And how does it communicate to them when they hit the fast forward on their TiVo?
What we need to think about is who our audience is. David Ogilvy said "The consumer isn't a moron; she is your wife. " And as true as that is about what you say to the consumer, it is just as true with how you say it. And you know and I know that your wife doesn't just watch TV. She talks on her cell phone, text messages, IMs, emails, works, browses the web, reads magazines and newspapers, plays video games, shops, goes to the gym, runs a large corporation, runs your family, so why only talk to her in a 30 second commercial? Not to mention the fact with all of those different vehicles fighting for her time, you don't think she is going to fast forward through those thirty second spots?
0 Comments:
Post a Comment
<< Home