It seems like planning is trying to position itself (sensibly) as the driving force, or glue, for the new media landscape. You know, how to balance TV with digital with all the other channels, fragmentation and consumer media-pull.
I was talking to Richard today about what the new communication model looks like and remembered some of the things people talked about tha the APG Big Thinking day last week. That TV is still tremdously powerful to touch people's emotive core, that even in a consumer-pull media world, repetition is still important. Jonathan from PHD was talking about how TV needs to borrow more from Hollywood. My agency is built on 'entertainment' in communications as a core principle, so I agree.
So here's a theory, I think we're going to see much longer TV spots in the new world. We're going to see a renaissance of great TV commercials, but they're going to epxlore a broader emotional spectrum - be scary, shocking, sad, funny - all in the same spot. Mini-movies. 3 minutes, 6 minutes or whatever. More like BMW films but served up in ad breaks.
We haven't quite figured out what the rest of the communications might look like yet - more to follow on this. But I do think that these new spots aren't the natural province of 'TV agencies'. Just because you can tell a simple, short, one-dimensional story in 30 seconds, there's no guarantee those skills will translate to creating admovies.
2 comments:
Of course that model is based on what is happening to TV in general - the move towards big events surrounded by commoditised content that is delivered on demand and/or repeated on what I like to call 'sink channels'.
In that sense yes the future will involve longer more emotional advertising - this is also I think what the audi channel will eviolve into....unless that channel becomes a two way interface with dealers...which of course it could.
I still think that trad ad models are dead and that while TV still has penetration, you dont win a war by not thinking ahead....you may lose battles along the way but to win you have to grasp the big picture, the trends and how your opponent is behaving.
I had a great meeting with RSA films last week. They're the first mainstream 'film' people I've come across that seem tangibly excited about all this stuff. It seemed that they saw the new free distribution channels as an opportunity to (a) tell longer stories and (b) make more narrative based films. It was great to be sitting opposite from creative people quoting youtube and broadbands stats....but then showing content rather than graphs
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