Posted by: Cheyenne Baptiste | February 3, 2008

The revolution will be televised and on YouTube.

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For advertisers and those who fear change, this may be good news for you. We have seen many things go into oblivion: The 8-track, Beta video cassettes (yes I’m old enough to remember those), cassette tapes, walkmans, letters that are actually handwritten and several other sentimental items that fazed in and out of our lives. Television on the other hand is evolving and is nowhere near its mortality.With the introduction of You Tube, not to mention the billion dollar industry of internet and mobile advertising, television is facing a big challenge. New technology such as the DVR or PVR could change the way consumers behave. There are several other platforms advertisers can reach consumers in a society already filled with clutter. So what does this mean for advertisers? Is this a foreshadowing of the demise of traditional television ads. I think it is. This does not mean however that television is not an effective medium for advertisers. In fact the opposite is true.  Television still remains a dominant ad platform because of its ability to reach the consumers more quickly and efficiently than the other forms of digital media. That being said, consumers want to be inspired and emotionally engaged rather than being coerced and persuaded. Sometimes a little disturbance is necessary (take a look at the WSIB ad campaigns for example).We should see a new form of advertising–one that embraces the new technology and adds value to television. So advertisers, convince me not to change the channel, entertain me, intrigue me. If your work has me talking to my colleagues around the water cooler, and I can actually remember the product or message, then it’s a job well done. As a huge fan of television ads, I am looking forward to seeing the new Superbowl ads. Unfortunately, most of the ads will not be aired on Canadian television, but thanks to You Tube I have the luxury of accessing what I didn’t see on TV. Let’s go N.Y. Giants! 

Posted in marketing and advertising

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Responses

One of the reasons I think television has been able to stick around so long is the fact that, even though the medium through which many of us are watching the content has changed, it originally aired on television. Sure, I can watch hours of terrible reality programming on MTV.ca or YouTube, but someone had to take these shows from television and upload them to the web.

When CDs overtook cassettes, they pretty much just did that (albeit not too quickly). There was no need for music to exist in that medium in order to be enjoyed.

I worry, though, that the times they keep on changin’, and maybe one day television won’t be necessary in order to produce content. We already see this happening in a lot of cases. Never-before-seen clips, for example, are sometimes advertised on TV or DVDs in order to attract fans to websites.

Anyway, I’ll stop here. And, I haven’t even addressed the advertising matter. But, I don’t really know how to answer that, anyway ; )

By: Rayanne Langdon on February 3, 2008
at 10:18 pm

you still watch TV on TV? hehehe *gasp*

By: Jason | GetYourOJ.com on February 5, 2008
at 1:11 pm

Advertisements are interesting little creatures, aren’t they. I’m curious to know what about them fascinates you…is it the ability to critique others’ creativity? I find them particularly annoying, it’s rare that I will actually watch a full ad. I try not to watch TV at all actually. But that’s another blog. ;) The idea that a Super Bowl Ad can cost millions is saying something about our insatiable need to be fed information and about what drives society. Do we really need to see them, or is it all just expensive filler?

By: staffeen thompson on February 6, 2008
at 4:16 pm

Those WSIB ads are innovative and informing. I appreciate what they were trying to do. When I first saw one of their ads - I was shocked. Nevertheless, they accomplished exactly what they wanted to do - inform. As social media arises, it is important that advertisers are aware of their audience. They will have to continue to push the envelope if they want viewers like you and I to stay engaged and informed.

By: Natasha C. on February 10, 2008
at 4:27 am

I see where you’re going with this. The whole idea that perhaps there is a better and more influential form of advertising out there. I agree with you in that there needs to be a change which will entice people again. When televisions first came out, people had parties at their homes simply to watch TV. Soon after, it was a luxury to own what was being advertised on television. It was somewhat a fad. Today, the interest has diminished a great deal since that time. We do need new and intriguing forms of advertisement. McDonalds came up with an exercise show that aired for 5 minutes that featured Rob McDonald. That is an innovating way of advertising. Perhaps new ones will emerge with time.

By: Neda on February 21, 2008
at 1:49 pm

Mr. Baptiste, as we have previously discussed on a different platform you already know of my love for advertisements and most of my reasoning for this love (Staffeen) comes from the fact that they work. Whether TV or print, if done properly they tend to be equally effective. So as TV goes through its morphing stages I continue to sit back and watch the previews and wait for something like those WSIB commercials to liven up my screen.
However, I must admit that my thoughts on You Tube have definitely changed over the years, especially the way that I used to be able to store hard to find music videos.

I wonder what will happen next? Call me old fashion but for now I’ll stick to the idiot box for my viewing pleasures, less ways to catch a virus.

By: Felesia on March 9, 2008
at 2:10 am

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