Wednesday, 24 June 2015

The Future of Advertising Isn't Advertising.

A few years ago you aimed for Yahoo's home page. That's because a few years ago, Yahoo was the world's home page. It was great value for money. Now, the internet's home page changes every few years. From MySpace to Facebook. From Facebook it's moving to much smaller screens with much bigger horizons. Is the future for us advertisers to then cater to the whims and fancies of the day? Should we restrict ourselves to making content for these mediums - share a snap, or an Instagram write a tweet?

The future demands bolder things from us. The future is about engaging the audience. The future is about creating opportunities where there are none. The future for ad agencies isn't about selling products or services, it's about creating and improving products and services.

Consider Life Paint from Volvo. This glow in the dark paint was specially created to help cyclists paint their kits and cycles so that they look more prominent whenever light falls on them and easily avoid accidents. Now Volvo doesn't make cycles but they sure as hell stand for safety. With an innovation like that, they put forward their brand's philosophy in an innovative way and also earned free press and brownie points from prospects.Such cross-platform forward thinking is where the future is. Hope to see you and your agency there.

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