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Reblogging ‘State of Advertising: Why Brand Advertising Is an Industry in Peril’

June 13, 2015

This post was worth my time: Simple. Clear. Captures the problem and the potential. Yes, the only advertisements we love to watch on the internet are shared and recommended videos. Ones that engage us: show us an idea that we want to spread around, or the work we want to recommend.

State of Advertising: Why Brand Advertising Is an Industry in Peril

The way I see it, the difference between TV and internet is that in absence of TV, internet will kill the idiots in this business… So many of TV ads are insufferable (on top of being a part of what we hate anyway) that one would think morons to be the building blocks of advertising universe.

I do not know whether to lament the CarDekho advertising, literally gone to dogs, or to celebrate the Nissan ads of Terrano.

It may be true that often the client doesn’t know how to select a good agency. Or to get feedback about their campaigns in a way that they can decide to keep continuing or to discontinue their fabulous/ disastrous approach. But finding a way to measure and respond to this will benefit both sides.

So, success on the internet is for the ‘loved’ advertising, as opposed to the ‘hated’. People will readily rally behind an idea they can relate to, and a brand that engages them. Of course, while making one feel a useful, worthy component of the free world, in command of sharing  – to become an extension of the Brand itself. I remember seeing Amul’s hoardings shared by so many, and that is true for Google India’s last ads as well. For those I loved (Automobile ads and PSAs in equal measure) and shared, a special post will be up soon.

People won’t remember what you said, but they will remember how you made them feel.

 

For more on the topic of Brand Advertising, see:

Brand Advertising is Dead-Long Live Brand Advertising @ http://nativeadvertising.com/brand-advertising-is-dead-long-live-brand-advertising/

…long live lovemarks @ http://www.theguardian.com/media/2015/mar/03/advertising-is-dead-says-saatchi-saatchi-boss-long-live-lovemarks

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