The brand of the channel (defined by its content) defines the advertising. The closer and more creatively you can align your message to the content folks love, the more you’ll succeed at getting that love connection to extend to a product. Emotional Engagement = Long Term Memory Encoding = Changing Consumer Behavior. Very few websites are lovable and those that are can infuriate with load times as the auction tries to serve up an ad (that only considers you and not site).
Content took a back seat. However, after all the Billions wasted, the biggest lesson learned was that ad’s placed out of context are less effective.
Advertisements placed out of context are like Cookies and water. Water ruins the cookie…. So sad. All we needed was some Milk to make it a party. Advertisements placed out of context are like apps with no device… Advertisements placed out of context are like a Halloween costume on Valentine’s day (wait, that might not be such a bad idea!). Advertisements placed out of context are like skydiving out of a plane flying over the ocean… at first it may be a thrill, but it doesn’t end well.
NBC and State Farm have formed a partnership that will run commercials designed by the network that will make use of the flashback and flash-forward format from “This Is Us.” Members of the drama’s cast will provide voice-overs for the ads. “You don’t have this for every show. We can play our regular ads in any of the entertainment programs across the 200 to 500 different platforms consumers have,” said Ed Gold, director of advertising for State Farm, in an interview. “You do make this kind of effort for the right opportunity.” Sound assessment. He states, “State Farm’s efforts mirror those of other advertisers who are identifying particular programs and events and working harder to devise commercials that are specific to those pieces of entertainment. The theory is that, just as commercials aired during the Super Bowl are designed with that extravaganza in mind, ads tailored for individual viewing opportunities will draw greater attention.”
This has been true forever.
I am hopeful that we are entering a period of better creative output, getting people excited about advertising again and doing a much better job at turning prospects into customers.
