I’ve said it before, but here’s the NYTimes’ take on opt-in advertising:
Now, in a turnabout, advertising is increasingly being presented as entertainment — and surprisingly, the idea of all ads, all the time, is gaining some favor.We love good commercials and great brand experiences. Come up with something compelling enough - engaging enough, and we’ll watch it and interact and buy stuff.
Make them even better than that, and we will - dare I say it - even pay for them.
I imagine a future in which companies provide valuable content - advertising as product, and product as advertising - and offer it all over, in communities and networks that I already frequent. But it should be there only if I choose to see it. I only want to see ads for a store if I’m looking for a store. I only want to see a video about Wart-Covered Brides From Hell if that’s what I search for. If what your brand has to offer me is engaging, entertaining, innovative, and most of all, relevant, I will love you and tell all of my friends. (From my own post back in June).When it comes to the Web, there is no longer a hard separation between advertisements and content. Make it true, make it real, and make it fucking amazing.
We’ll do the rest.
2 comments:
I happily paid $4 a piece for the Burger King X-box games, knowing full well that I was buying advertisements. And they even worked, I went out and bought more BK food. I was a completely willing party, slurping up the delicious advertising.
Awesome. I wondered who bought those sweet-looking games.
When I saw them, I was reminded of BK's Alf promotion in 1988 - "Melmac Rock" cardboard records. So cool.
Post a Comment