by Next Wave Team | Mar 14, 2006 | Advertising, Everything You Want to Know About Advertising, Future of advertising, Future of TV, Marketing & the Web, Media, Web strategy
So, this is a rant. It’s also a comment on the future of advertisings golden child- television ads. It’s also a message to Rupert Murdoch- who obviously either doesn’t get it- or is putting up a good front. It’s also a message to local NPR affiliates who are up in arms about NPR making programs available as PodCasts. Oh, yeah- Clear Channel- you too- wake up.
To those powerful people that still believe that they can “bundle” programming- that they don’t create- and resell it as a package, your days are numbered.
A la carte TV will work- it will just be delivered by someone other than:
- Television networks
- Broadcasters
- Cable systems
- Satellite TV systems.
These are all soon to be obsolete leftovers from the day when it took expensive technology and hardware to distribute programming. Much the same way that if you build newspaper printing presses- you best be looking for a new profession. “Bits not atoms” as Nicholas Negroponte said in “Being digital” way back in the nineties. In other words- what is digital, should stay digital. The articles on the computer at the newspaper should stay on computers instead of being converted to ink on dead trees. Same goes for digital media like TV shows and movies- and radio broadcasts- no need to “package them” anymore- just put them on a server like the iTunes store and deliver them direct to the consumer- unbundled.
So, I’d be willing to pay $5 per episode of the Soprano’s- in HD quality, or $2 in podcast version. And if Cadillac wanted me to learn all about Tony’s new Escalade- they could subsidize my download (I’ll watch and interact with their 2 minute infomercial for $5 off my $5 download- where they will quickly learn that I’d never drive that monstrosity unless it ran on water). Note- I don’t really need anything else from HBO- at this point Netflix does a better job of delivering movies to me- and as soon as HD DVD’s appear- HBO’s last advantage will be gone.
While NPR affiliates are worried about losing access to their subscribers due to podcasts- what they haven’t worried about is creating valuable local community oriented content- which would have helped them build a relationship with their audience- allowing them to have their listeners come to their sites instead of the national site. It’s a learning curve that will sort out the visionaries from the hacks in media really quick.
So- while I can’t download the Soprano’s right now- I’m more than ready too- and HBO better find a new model for distributing the only products that they have had a hand in creating.
The idea of A la carte cable packages only is a discussion if you still believe anyone needs the distribution systems of yesterday. As soon as there is a digital rights management system as solid as iTunes available to everyone- content producers- like David Chase, producer of “The Soprano’s” will be able to sell their programming direct, with an intermediary aggregator like iTunes store or Google video offering the nexus that provides the targeted message insertion handling for those who want to subsidize their viewing.
For me- all I want is my Soprano’s now- so, HBO if you are listening- put it up on iTunes- before you force me to either go to a friends house- or to Bit Torrent. One show isn’t worth a $70 cable bill a month. Capish?
What do you think?
by Next Wave Team | Mar 1, 2006 | Advertising, Crispin Porter + Bogusky, Everything You Want to Know About Advertising, Future of TV, Guerrilla Campaigns, Marketing & the Web, Viral Marketing, VW advertising, Web strategy
just a blip » Blog Archive » Un-pimp your advertising
By way of Ernie Schenck I find my way to Baba Shetty’s blog where he talks about the “Vee Dub” un-pimp your ride campaign from Crispin Porter + Bogusky.
Shetty points out that the new spots are number 2, 3 and 4 on YouTube right behind the story of the autistic basketball star.
While this is all good and fine- the real question is why is all this traffic going to YouTube instead of to VW? Why hasn’t CP+P made sure that these spots are available in the obvious place- VW’s site- where they can capture and analyze traffic? Being able to look at your stats and see where your product and commercials are being discussed is one of the most valuable resources a marketer has today.
And- don’t assume that everyone has broadband access- have multiple resolutions, multiple formats, all launched from a quick loading HTML page- giving the viewer the option before waiting 10 minutes for your pretentious Flash intro to load.
I was mistaken when I predicted that these spots would only air to limited audiences- I caught one in 24 on Monday night. Of course I watched it- they are funny- and it may generate some curiosity on the sales floor- only until consumers see the price tag. CB+P may be the masters of advertainment- but VW still has a long way to go to “German Engineering.”
So kids, remember- don’t leave it to third parties to distribute your ads- do it yourself- that’s the beauty of the web. And- even though you love Flash- don’t build your whole site out of it- unless you absolutely have to.
by Next Wave Team | Feb 23, 2006 | Advertising, Crispin Porter + Bogusky, Design, Everything You Want to Know About Advertising, Guerrilla Campaigns, Marketing & the Web, Viral Marketing, Web strategy
I recently read a post by someone in advertising (who probably shouldn’t be in advertising) saying “I think this is too long and it’s failure to have a climax disappoints, but it’s an interesting idea” about an amazing spot by UK Honda which you can view here: http://www.honda.co.uk/civic/ click watch civic once it’s loaded.
While the flash movie loads- they ask “when was the last time you felt a connection with your car?”
And what does this spot do? It elevates the regular noises a car makes- to a musical experience. It makes a suggestion that the sounds of the road are music to your ears. Something that would normally be done by a luxury brand- but here, it’s for the bottom of the line Honda Civic.
By the same token- when was the last time you cared about the roof of your car?
Go take a look at this brilliant use of Flash (a technology that is often misused by ad agencies who don’t understand search) in the creation of a design your own roof site for, who else, Mini. This may be one of Crispin Porter + Bogusky’s last efforts on the brand, but it’s a brilliant one. Now, you aren’t just buying a Mini- but making a personalized statement- even if you never actually get the vinyl printed and put on your roof. I’m sure the Roof Studio will gain some viral exposure.
Even the language in the sign-up that is required to “Post” your roof follows in the brand voice.
My only question is if someone is censoring submissions?
These are two examples of making you feel closer to a mass produced product, without screaming the lame-o features, advantages, benefits type laundry list that most marketers insist on.
We’ve got our mantra here at The Next Wave- our own definition of marketing- “Create Lust • Evoke Trust” TM that we feel better describes what we do than the words “ad agency.”
What do you think?
Thanks, as always to friends for pointing me to these things: Dan Obrovac of Lakota Archery sent me the Honda spot- and former Next Wave superstar creative talent Carl DeCaire for the Roof Studio.
by Next Wave Team | Feb 6, 2006 | Advertising, BMW Advertising, Everything You Want to Know About Advertising, Future of TV, Guerrilla Campaigns, Viral Marketing, Web strategy
The 2006 Superbowl wasn’t a very exciting game- and from an advertising standpoint- well, the game did make a bunch of mediocre spots more interesting.
I’m not going to review the spots- you can read someone like Ad Age’s Bob Garfield for his commentary (may require subscription) http://adage.com/news.cms?newsId=47764
I’ll stick to maximizing your ad budget effectiveness- if you’re going to spend 2.5 million dollars to run a spot- shouldn’t you do your best to turn it into a viral marketing effort?
Viral marketing is what gave us www.subservientchicken.com for Burger King. A low budget effort to launch BK’s tendercrisp chicken sandwich- that you can have your way. So, to have your way with the chicken on the site- you tell it what to do- ala web porn (the chicken is wearing stockings and a garter belt). For less than $30 thousand dollars, BK was reeling in millions of viewers, all telling the chicken to do the macerena.
Back to the Superbowl spots- we’ve said over and over- post all your ads on your site, be they print, radio, outdoor or especially TV. If you give the ads to your customers, they may distribute them for you. Nike and Apple get this- as apparently does Budweiser this year- with a complete page of ads for you to view- and even download into your iPod. (more…)
by Next Wave Team | Jan 28, 2006 | Advertising, Crispin Porter + Bogusky, Everything You Want to Know About Advertising, Guerrilla Campaigns, Marketing & the Web, Web strategy
Maybe you should reconsider using them. After all, if they are in charge of your marketing- and people searching for your business end up at your competitor’s site, they aren’t doing a very good job for you, are they?
Every month, our web stats show the same thing- lots of people looking for our competition and ending up here. There is a reason for that- yes, we’re smart.
We understand that people searching for answers on the web don’t always know what they are looking for- at least until they’ve found it. Sometimes they just can’t get the right terms in the search box- or know what will get them the right answer.
That’s why content always beats pretty pictures.
It’s probably what got you here reading this.
So, if you were searching for Graphica in Dayton OH, or Buchanan and Associates in Columbus, or Sunrise Advertising in Cincinnati, the question is are you still sure they were who you were searching for?
Here are 134 agency search phrases that brought people here in Jan 2006 instead of to the agency they thought they wanted:
1-earth
1-earth dayton
ad ventures
ad ventures dayton
associates buchanan ohio
axis media and marketing dayton ohio
axis media dayton ohio
axis tricom miami
b/r/c marketing in dayton ohio
bagby & company
bagby branding
barefoot advertising
barefoot advertising cincinnati
barefoot advertising inc. cincinnati
barefoot design in cincinnati ohio
bingdesign
bluedog advertising dayton ohio
buchanan & associates advertising
buchanan & associates advertising and marketing
buchanan & associates and advertising
buchanan & associates and ohio
buchanan & associates columbus ohio
buchanan & associates dublin oh
buchanan & associates ohio
buchanan and associates
buchanan and associates advertising
buchanan and associates columbus
buchanan and associates design
buchanan and associates dublin oh
buchanan and associates dublin ohio
buchanan and associates ohio
buchanan associates
buchanan associates columbus advertising
buchanan associates columbus ohio public relations
buchanan associates columbus public relations
buchanan associates google
catalyst creative group dayton oh
centerville ohio eastpoint
cloonan and associates
cloonan associates
cloonan dayton ohio
conrad phillips vutech
conrad phillips vutech in columbus ohio
creative department sycamore street design cincinnati
crispin porter columbus oh
frank phillips advertising agency ohio toledo
gee jeffrey & partners. cincinnati
gee jeffrey and partners ad agency
gjp ad agency
gjp advertising agency
graphic impact
graphic impact dayton
graphic impact kettering ohio
graphica dayton
graphica dayton oh
graphica dayton ohio
graphica design dayton ohio
graphica miamisburg ohio
graphica ohio
hafenbrack dayton ohio
krienik & assoc
libby perszyk kathman - lpk inc. cincinnati oh 45202
lightborne inc. cincinnati ohio\
lpk cincinnati
lpk design cincinnati
lunne marketing
lunne marketing dayton oh
lunne marketing group
market 2 performance dayton
mcdougall marketing communications
mcdougall marketing service
mckinney silver viral
merkley and partners bad
method columbus ohio advertising firms
neo communications
northlich
novinity
novinity columbus ohio
novinity inc
pelican advertising cincinnati
penny ohlman
powers agency in cincinnati ohio
real art design
real art design dayton
real art design group
real art design group dayton ohio
resource interactive
sabatino ad agency dayton ohio
sabatino and day
sabatino day
salon tv spots
selke & associates
selke and associates
stephens advertising
stephens advertising dayton
stephens advertising inc kettering ohio
stephens advertising kettering ohio
sunrise advertising
sunrise advertising cincinnati
tdh mktg. & communications dayton
ten united 375 north front st
ten united advertising ohio
tenunited columbus
the concept company
the creative department ad agency cincinnati sycamore street
the rivets advertising
turner marketing 137 n. main street dayton oh
turner marketing and ohio
turner marketing dayton
turner marketing dayton ohio
turner marketing inc. dayton ohio
visual marketing associates
vutech and associates columbus ohio
wch marketing communications dayton oh
weber geiger & kalat
weber geiger kalat dayton
website for wch marketing communications dayton oh
willow creative group
willow creative group cincinnati
willow creative group in cincinnati
wilson advertising dayton ohio
wilson advertising ohio
wilson advertising ohio blog
wilson advertising ohio dayton
wilson agency advertising miamisburg ohio
wilsonadv
www.behrdesign
www.tdh marketing & communications inc.com
yeck yes t-shirt
young isaac advertising columbus ohio
ze design
ze design dayton ohio
zero base advertising columbus ohio
If you still feel you need to work with any of the above- the contact information you are seeking is here:
Agencies that aren’t The Next Wave.
Place a bet- we can help you build a better site than they can.
What do you think?
For a free consultation on how to cruise to the top of search- call us, 937.228.4433
We’re called The Next Wave for a reason.
by Next Wave Team | Jan 24, 2006 | Advertising, Everything You Want to Know About Advertising, Future of TV, Marketing & the Web, Web strategy
Steven Soderbergh is my new hero. By releasing his new movie “Bubble” simultaneously in theaters, on DVD and on HDNet he’s about to change the way content producers control their product forever.
The movie theater chains are boycotting the film and calling him the anti-Christ. Ad agencies that do “movie marketing” are probably crying about their lost revenue from staged release dates, and TV network execs are probably scared to death- that maybe, they won’t have jobs if this keeps up.
Welcome to content distribution 2.0, where the middle-men are about to be cut out as hard as Wal-Mart cuts costs of distribution. Does this spell the end of movie theaters? Probably not- teenagers will always need someplace to go watch a flick away from the kids- and date night just isn’t the same at home- no matter how big your plasma tv is. But what it does do, is give people the option to see what they want, when they want it, how they want it- and that’s the future of all content.
As IBM says- it’s an on-demand world, and consumers are a demanding lot. The only thing truly missing from Soderbergh’s distribution revolution is online delivery. Right now, some cable companies will offer VOD services that will deliver “Bubble”- but a true multi-pronged attack would also allow downloads to your computer- at higher resolution than the iTunes store.
What the current distribution network doesn’t realize is that not everyone is within a 30 minute drive of a movie theater in this country. How many times have they teased the entire country with releasing a movie in only NYC and LA and making the rest of the country wait. Consider this payback time from those of us in the flyover states.
What Soderbergh is doing is delivering content to the people- making it as easy to access as this post- and that, makes him my hero.
See this c-net article
