Older // Sort of wiser

// YouTube funds original content//

So this kind of makes me giddy like a schoolgirl for a number of reasons- the impact it will have on media consumption, the impact it will have on the advertising industry, and just the simple innovation of it- but mostly because it has the potential to do what I’ve always dreamed of doing with “regular” TV- only pay for what I want to watch.

The upside is tremendous for both viewers and YouTube alike, so long as they do it right. And by “right”, I mean the way I think it should be done. Just look at the glaring difference between broadcast TV and the unique content that YouTube has the opportunity to create.

Even with 100’s of channels, Broadcast TV is built upon reaching and appealing to the largest common denominator- content is generalized, often watered down, in an effort to have mass appeal and thus attract precious advertising dollars.
YouTube has the ability to create content that appeals directly to particular audience, group, or market. They’re actually already doing so with channels like the extreme sports-focused “Network A” and Spanish-language “Tutele”. The goal is still to attract a large audience that will allow for bigger advertising costs, but this opens up a whole new dimension for advertisers that will make the added cost more palatable (and seem less overbearing to viewers)

Think about your average commercial break on Broadcast TV today. How many of the commercials do you actually watch? How many of them actually appeal to you? How many of them actually entice you to engage with that brand? I’d wager a steak dinner that the answer to all of these is probably close to ZERO.

Advertisers will now be able to tailor their ads to the exact demographic they’re trying to reach; even geo-target based on location and availability. Global brands with diverse product lines can run simultaneous campaigns targeted towards audiences that are polar opposites, and neither audience will likely ever see the ad that doesn’t appeal to them.

Then there’s the issue of censorship, standards, and rating content? Not to be a wet blanket, but this is probably going to help re-ignite the SOPA issue eventually, but I’ll save that for later.

Thanks for listening.

20 / 02

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// Stop calling things “viral”?//

I recently read a pair of articles by Bud Caddell, who writes one of my favorite blogs over at whatconsumesme.com called, “this video did not go viral” and, “stop saying viral video”. In them, he makes a perfectly logical argument about why saying something went “viral” is just plain stupid, and for the most part, it is. But only if you take the term in its most literal sense, down to the cellular level - no, not that piece of plastic and metal you have strapped to your thumbs/head all day long. I’ll spare you the science lesson, since you should read Bud’s posts anyways, and you’ll get it there.

http://whatconsumesme.com/2012/posts-ive-written/this-video-did-not-go-viral/

http://whatconsumesme.com/2009/posts-ive-written/will-i-share-your-branded-content/

In a nutshell, a biological virus moves in like an unstoppable rebel force and gradually spreads over the surrounding area cell by cell, whether you like it or not. But is this really unlike a “viral” advertisement? Think about it- your friend shares a video on your wall/feed/blog and you giggle like an idiot, so what do you do? You share it on another friend’s corner of the internet, and the cycle goes on. I’m not going to paint you a picture, because I suck at art, but in case you haven’t put the pieces together, you’re the cell and the virus is the video getting passed from cell to cell.

The similarities don’t stop there (crap, now I’m getting all preachy). A virus tends to start slowly (think of a cold or the flu), gathers strength and reaches capacity (“today’s the last day, I know it!”), then disappears in the middle of the night (story of my life). Think of all the videos you’ve watched over the years that were all you could talk about for a week after you first saw it. When was the last time you watched that video, or even talked about it? Maybe once every few months.

That’s what a “viral” video is, and what it was meant to do, be quick and dirty, even if it’s a pretty ad. There’s a reason it’s called “viral” campaign, if it was meant to stick around for the long haul, it would just be “the campaign”. They are designed (sometimes they happen by accident) to garner a lot of attention quickly, for relatively cheap, and centered around a single product/event/message.

The moral of the story is: I fully agree that there has to be a better name for these types of campaigns, but we’re in advertising damnit, ridiculous names and cathphrases are what we do! Viral was just the easiest to latch onto because of one simple thing- it spreads and there’s nothing you can do to stop it until it’s run its course.

P.S- Sorry you had to read this whole thing for that one small bit of insight.

28 / 01

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//Do not covet your ideas//

(Source: jaymug)

06 / 01

3,458 notes

Wikipedia The Book

(Source: jaymug)

06 / 01

168 notes

The Evolution of Advertising: From Stone Carving to the Old Spice Guy

28 / 12

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So, this is Rico. You’ll be seeing him regularly here, so get used to it. He’s from Mexico (not sure of his current immigration status, but be cool). He enjoys short, puppy A.D.D interrupted walks wherein he chases squirrels, smells anything and everything, and generally disregards anything I ask him to do. I got him from Pet Project Rescue, an amazing dog & cat adoption agency here in MPLS that you should probably check out // www.petprojectrescue.com

His parents were both Mexican street dogs that were taken in by a shelter in Cancun that PPR is affiliated with. While there, they had a litter of 5 puppies that PPR brought to the Twin Cities. I was lucky enough to be approved to adopt him in September and it’s been a bromance ever since.

Ok bye.

20 / 12

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