Extending it in digital communication and advertisingς βασίστηκε σε μεγάλο βαθμό στα όσα πρωτόγνωρα έφεραν τα social media. Η δυνατότητα για αλληλεπίδραση με το κοινό, στόχος. Η διάδοση του μηνύματος από τον παραλήπτη και όχι με την παραδοσιακή διαδικασία της αναμετάδοσης μονόπλευρα.
But when the dust settled down what he revealed was that the advertiser must now escape the canvas if he wants to gain consumer interest.
In the last 50 years, that is, since the beginning of "Creative Revolution" at the end of the 1950s, advertising made strides, changed and essentially acquired an important role in pop culture, but slowly became trapped in the canvas defined by the "dimensions" of the media. A TV spot had to be 30" or 15", within this time frame the advertiser had to be able to fit his creativity and pass the message that would boost his sales. Print Ads on the other hand provided more opportunities for creative exercises but were still limited by the dimensions of the media and the absence of opportunities to expand the idea.
At the same time, the evolution of the profession of media buyers, that is to say buyers of space and time to display the messages, removed budget and also greatly the creativity of the creative promoters. Logically, if you had the opportunity to buy enough television and radio time and ample space in print media, you could repeat your USP monotonously and transmit your message.
On digital since the first one appeared banner and until the very recent era we were limited to banners usually on the top or right of the sites that ended up in a site that worked in the same way as the traditional media. One-sided dissemination of information with minimal possibility of user intervention in the dissemination of the message. All this contributed to the formation of a strange status quo that defined how 10% of the budget went to the idea and its production and 90% to buy space and time to spread it.
Somewhere there came Social Media in our lives. Especially after 2008, their growth rate began to go well beyond anything else. Two-way communication capabilities soon provided a means of changing the culture of companies that wanted to advertise once the messages ceased to be unanswered while at the same time the user could become the same carrier of the messages if they were of value to him.
However, these changes did not lead to the better quality of advertising. Most people perceived the new reality somewhat awkward. Many have been using the media just like the paid space for entries or promotions. I advertised messages that may or may not interest the user. The next stage was the contests.
Like became the holy grail. Like and win a trip. Like and date such and such models. Like and get two boxes brown. Essentially, the new coupons were made but without reflecting the sale. Everyone wanted enough fans on their pages without anyone thinking exactly what to do with them. Everyone was furiously copying the practices introduced by Howard Luck Gossage in the 1960s but forgetting the strategy and logic behind the actions.
Luckily the battle for likes lasted a bit, we slowly began to perceive the great truth. Why give up battles for likes and do not fight to create separate experiences that will lead to two-way communication with users. Additionally, we have no reason to be locked up. The canvas has ceased to be defined, and we now have the ability to think without limits and to broaden our creative approach beyond what has been allowed until recently by the available means. Practically, we do not need to follow the 10-90 model.
The need to buy time was a need for nice ideas. Jaguar to launch the new F-Type instead of making an ad has turned a stunning short film starring Damien Lewis of Homeland:
https://www.youtube.com/watch?v=blT3IHPce20
With the removal of media budget anxiety, Lana Del Ray even came to write the soundtrack. More recently Honda went into the concept of interactivity at a later stage. To view the new Type R he created an interactive video on youtube in which every turn that you touch R changes video and visual:
https://www.youtube.com/watch?v=7ov6Zq_bp6c
The removal of the canvas from the equation suddenly led to the next revolution of creativity. Now advertising has become interesting again and now instead of transmitting messages, we create experiences. Advertising is now - again - a game of skill, ability and intelligence. A field that concerns more and highlights the -really- the best.
