“The best way to find your self is to lose your self in the service of others”- Mahatma Gandhi.
The death of an advertising stalwart!
Well it surely appears so. And Silicon Valley is killing it.The rise of social media has made the elaborate plot lines of old-school spots seem archaic. And the Mad Men are, well, mad.Or, so was the fad!
Trapeze back to the days of the 30 second long format ads(long by today’s standards) where marketers, brand owners, agency heads, creative directors, art directors and film makers peddled a basketful of promise, creative thought and motivation to influence the seemingly reachable TG in their quest to change behaviours, cultures and consumption patterns. There was a certain trance in that romance to create.
So what is prompting the change? In an always on land of uncertainty, are we losing the plot(and losing the audience) or has the landscape itself changed?
6 is the new 30
They say 20 is the new 40 when it comes to audience maturity and demographics. Platforms like YouTube have increasingly challenged agencies to tell their stories in a 6-second slot — the average attention span of today’s mobile user. That mobile user, who again by conventional paradigm, is on a perennial instant fatigue. So 30 seconds is a long journey to risk with them! 6 has indeed become the new 30. And numbers don’t lie!
It makes sense. You might be willing to sit through a 3-minute trailer before a movie, or a 30-second “Whassup” ad before an episode of Jimmy Fallon.That may come across as non intrusive or no skin of your back. But amidst the native content of notoriously short-form channels like Instagram or Snapchat, these types of ads are disproportionately long. So much so, that they may pre qualify to be spam! Just kidding.
And for all those who are number crunchers: if we had a nickel for every 60-second YouTube video we gave up on because of an unskippable 30-second ad, we’d be at least $1.25 richer. What will you do for a few dollars more?
“Creativity is dead.” — Old School Advertisers
That almost seems like an Old Jungle saying(remember Phantom is rough with roughnecks!!!).
Ad execs counter that cutting time means sacrificing emotional stakes and story arc for the sake of speed, effectively prioritizing watchability over effectiveness.
Another, not-so-secret motive: it’s harder to get paid proportionally for the production of super-short ads, which still require actors and equipment.The CFO and CMO lines have been blurring and the motive should not surprise us.
Hey, we love Ogilvy as much as the next ad geek. But as the father of mass media, Marshall McLuhan, put it back in the ‘60s: “The medium is the message.” Yes, we now surely get the message.
And today’s medium is 6-second Snap Stories. And it has to be over in a snap. Otherwise today’s audience will snap out of it.So the mean median for a message is all coming down to 6 in the City(and beyond).
So, Lights, Camera….do we have the time to say Action?
So, the next time you are developing or enhancing a product,it would be worthwhile to look beyond the ‘ walled garden ‘ that defines/chains your industry for some analogous inspiration. For that idea or product of yours to become truly beyond compare.
If one were to go granular with the emotions’ basket, we would have the following and more in the bucket list:Happiness/Joy; Sadness/Depression; Rage/Anger; Pride/Prejudice; Disgust/Disillusionment; Wonder/Awe and so on and so forth.
Researchers at the Beihang University in China gauged various online emotions by tracking emoticons embedded in millions of messages posted on Sina Weibo, a popular Twitter-like microblogging platform. Their conclusion: Joy moves faster than sadness or disgust, but nothing is speedier than rage. The researchers found that users reacted most angrily—and quickly—to reports concerning “social problems and diplomatic issues”. It’s diabolical that a strong anti social emotion like rage gets the maximum social attention and currency!!!
In many cases, these ‘ social flare ups ‘ triggers a chain reaction of anger with multiple circles of the social community getting influenced and participating with equal or more venom.
In another study conducted by Jonah Berger and a colleague at Wharton based on 7000 articles covered by The New York Times, they discovered that if there was one emotion that overtook rage in billings, it was awe. The wonder and excitement of a new discovery of beauty or knowledge or a breakthrough in the fight against cancer; puts awe as an emotion in overdrive thus heaping bagfuls of viral.“Awe gets our hearts racing and our blood pumping,” Berger says. “This increases our desire for emotional connection and drives us to share.”
For all those who thought that sadness would emerge triumphant in the race to viral stardom, sorry to disappoint you. Sadness was considered to be a ‘ deactivating emotion ‘ where people pull down or withdraw leaving it with little torque to go the distance. If you feel a little melancholic about it, let that stay.
So, the next time you see or experience road rage, talk yourself into believing that it need not be infectious(or go viral).