The edge of advertising
January 27, 2011
It was always about selling a product. Making people know it existed, and making them want it. From a magazine or television screen it’s difficult. Repetition, gorgeous women and sweet punchlines helped to do the trick.
But still…
Interactivity changed a lot. Now you can make people make their own conclusions, make them influence their friends. The 30-second attention span became 30 minutes.
But still…
You can still switch it off, shut your laptop, shoot your telly or throw away
the paper. Get off the advertising grid. But now…
Advertising has entered real life. Where you are, where your friends are, what you are looking for and where you are going to.
From the television or computer screen it was easy to create a make-believe world, create the perfect purpose for any product. Now, with everything going mobile, advertising can finally start making sense, keep its promise.
No longer sells, but helps.
Or doesn’t, if it’s not relevant.
UPDATE: I’ve put a more visual version of these thoughts on Slideshare. Watch it here.
