Article link: http://ezinearticles.com/?Meta-Advertising&id=428043
Written by: Ivy Hastings
It's amazing how advertising has so drastically changed in the last
couple of years. The advent of DVRs and online content has completely
changed the advertising landscape. Advertisers are pressured to come up
with new ways to capture eyeballs. Advertising has become more creative,
more edgy, and more memorable. The YouTube category for advertising
contains 24,000 results.
Advertising has now advertising has literally
become destination content.
Consider this. Last night I was
watching television and I saw an advertisement advertising an
advertisement. I'm not kidding. It was an ad for Career Builder
notifying viewers to tune into watch the new ad campaign for Career
Builder that will be aired on the Super Bowl. The ads have become so
popular that the agency is actually promoting the campaign as if it were
a feature. Is this the beginning of a new genre called Meta
Advertising?
Other advertisers have embraced user generated
content. There are numerous contests for users to create the next
campaign for products including Sony, Toyota, and L'Oreal. The contests
have resulted in thousands and thousands of entries. Now everyone has
the ability to become a producer, writer, and actor, why not harness all
this free creative talent?
But does this mean the end of the ad
agency creatives? Probably not, but in the case of user-generated
advertising, ad agencies will have to give up creative control. More and
more marketers should embrace this trend as the landscape changes.
User-generated content means more options, less agency spending, and
advertising that actually appeals to your target audience.
As more
advertising becomes destination content, the lines between advertising
and content will be even more blurred and we'll be seeing many more ads
about ads.
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