This piece was just published on the JWT Blog. It is unfair to say Google has pulled creativity out of the busienss because their Art, Copy, Code program and Project Re:Brief are both excellent examples of adding creativity to the industry. That said, ad words? Much harder to defend in terms of creativity.
Is This the Future of Online Advertising?
July 18, 2013 • by John Baker
There are three platforms that dominate the time people spend online and their names are no surprise – Google, Facebook and Twitter. They have become the backbone of the digital experience and smart brands go where their audience is – so is this the future of advertising?
Dry. That is the best word to describe the experience users have when they see the ads above. These ads are all structured and template-driven. Yes, there is space for a great headline and brands can do something with their thumbnails, but there are no big full-bleed images, no snippets of killer video, no clever interactive overlays.
The “ads” have this form because all three companies have shifted their focus to content distribution and lightweight publishing.
Unfortunately this means the ad unit is a tiny chunk of content with about as much heart pounding, emotion-inducing impact as a postage stamp.
– See more at: http://www.jwt.com/blog/dotjwt/is-this-the-future-of-online-advertising/#sthash.x7EJMph8.dpuf
It is great to see the number of campaigns out there asking us to upload videos, tell stories and work our creative muscles. Just as no one is surprised by a “buy one get one free” offer or the fact that brands use the “big launch premiere” tactic to get buzz.
This is one of the great new tools marketers have to work with now that everyone has the internet.
The question is what does the brand do with the content. Just as direct marketers have collected a host of data with emails for years and then only send out mass shotgun messages afterwards, the challenge will be whether Dunkin or Toyota or Amex can really put the content to good use.
If “America runs on Dunkin'” and 10,000 people create videos of impassioned, stark raving caffeinated testimonials of why they run on Dunkin’, it shouldn’t be too much work to see a nice digitally fed national campaign hit TV.
America’s Funniest Videos is in its 20th year (not counting 40+ years of Candid Camera before it). I think we can trust there is appetite.