The implication of advertising revolutions

Throwing the TV away

I wrote a piece a few weeks ago called ‘the structure of advertising revolutions’.

That was all about the way in which we should expect the advertising world to deal with changing paradigms, based on how the scientific community does. It was inspired by Clay Shirky’s video, blog and book, pointing out that the new media don’t have to be an additional load for customers, and that the overall effect can be to free up cognitive function, and to simplify our relationships with brands.

So. Are we there yet. Will we reach this post-marketing-apocalypse-techno-babble-euphoria? Or, is this quasi-Marxist ‘perfect distribution of information’ vision just so much more dungaree wearing nonsense?

And perhaps here we are starting to see some evidence that we’ve reached nearly the top of the hill. Whilst the advertising agencies keep trying to repurpose their wares to suit prevailing circumstances – W&K in particular making a spectacular advert which people actually tuned in to see – many firms seem to be reconsidering their position in networks, understand how influence and reputation is distributed, and at least starting to listen closely to what their customers are telling them.

If you’d told me five years ago that high-street banks would be considering allowing their staff to speak directly to customers using blogs or that Cannes Gold winners would be a website which was supported with advertising – not the other way around – I would have assumed you were still drunk on the Kool Aid of 99/2000.

But what’s happening in every marketing department company in the world (from the guy who also does sales, to the multinational with teams in every country) is new, and exciting stuff. Of course there’s been some goofy failures. When, precisely, was marketing immune from huge, public and embarrassing mistakes. But for every bit of fake user-generated content, or every time the Playstation boys trips over their skateboarding trousers, we see an attempt to really try and do something new.

Perhaps it isn’t any more than the rephrasing of an age old phenomenon (as Leo says in West Wing, the internet turned out to be ‘no more than an efficient distribution mechanism for gossip and pornography’). Perhaps there really is nothing new under the sun when it comes to human nature, but we cannot deny that the world has changed recently – if only to revert to a pre-TV, pre-media monopoly time.

So, should we go a bury our TVs in the garden? Well not quite yet. Mass media events will still exist, like the Olympics or the Apprentice. We need common points of social reference. But don’t expect your kids to feel the same way. And what are you going to say to them… it would be hard to make a case for our older fashioned ways being more healthy or intelligent.

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Ins and outs – a redefinition of digital marketing

First ever banner

Remember the first website you built. I remember doing them at university a bit but they were really awful. And then I did one for the company I worked in. And then, rather suddenly I was running a company that made them. And in the start people would argue about everything. Should there be persistent navigation? were all-flash sites bad? how about skip-intros? What about those ticker things that used to flash across the page?

And how should you do the coding? Make sure all your fonts are fixed size, and be brilliant with tables. Remember: It’s all about the home page.

And then accessibility was a thing, and then standards. And then we started sneering at people that couldn’t build a website without using tables, or who used fixed fonts. And then it was all about buttons and big fonts. And for a while there, it all seemed to be about being ugly, and then simple, and should it even have a logo any more? And wasn’t persistent navigation a bit tired, and surely users are now clever enough to navigate more complex interfaces.

Every year we think we’ve codified one more chunk, got closer to having all the design patterns sorted out. And every year we get new and – it has to be said – interesting challenges to think about. Does save make sense any more? Do we even care about the home page any more? Is Google your most important user?

Well I think the next one’s going to be bigger, more conceptually difficult, require more complex teams to figure out, and be the beginning of the end of the period where you can work out what to do by just looking at your competitors. It will also be a bitter showdown between the big web agencies (who build where the user ends up) and the digital marketing agencies (who try to get them there), finally standing squarely on each others’ turf.

Because the next phase is where we let go of the concept of domain. It’s about thinking about the users’ lifecycle as needing managing before they even get to you. It’s a question about thinking about the opportunities to capture intent in more than search engine landing pages. And it’s going to be a question of becoming a lot more sophisticated in thinking about what content you will share, how you will consume and repurpose content, and how your users will see your brand.

Possibly my favorite factoid about the internet is that 50% of all searches on Yahoo! (and they must love this) are for the word ‘Google’. In a world where the average punter doesn’t know – or doesn’t care – to this extent, but they are willing to tell Google or all of their facebook friends that they’re looking for a new car or interested in a boob job, the way in which we concieve of capturing and converting intent just became a whole lot more interesting. And so did CRM (or rather the management of a users lifetime value), and so did sales and service.

Early approaches, especially behavioral targeting of advertising have looked like privacy invasions – or as google would have it, ‘increased relevance’. Privacy will be an issue, but skills and dexterity are the main problems and it will be fascinating to see who’s got the most of those. Not advertising agencies, of course, but quite possibly the media agencies, the digital marketing agencies who are a bit more interested in the detail, and of course, the marketing teams in large corporations; not to mention digital media owners like WordPress (scroll down for relevance targeted links!).

The structure of advertising revolutions

Thomas Kuhn wrote and incredible book called ‘The Structure of Scientific Revolutions’. It’s probably the one book I studied at university which I ever think of now.

In the book, Kuhn investigates what really happens in science; how the step changes in understanding really get incorporated into the overall body of knowledge.

The view you might get if you speak to a scientist about all this, or believe what you were told at school, is that the process is essentially rational and evolutionary. As more observations come to light which challenge the conventional thinking, scientists learn to re-examine their theories and come up with better ones.

Kuhn found the truth to be quite different. He created a distinction between ‘normal science’ (in which observations which can’t be fitted into prevailing theories tend to – counter-intuitively – be abandoned), and ‘revolutionary science’ where a new comer will shake the entire foundation of science, leading to a difficult period of change which eventually the entire scientific body takes on board.

Thus we see that scientists will in fact keep adding exceptions and caveats to their experiments and results in order to maintain the status quo of overall thinking. Probably the best example of all this was complex array of assumptions and exceptions (and the invention of a considerable number of planets) needed to explain why, if the earth was indeed at the centre of the solar system, why all the planets’ orbits didn’t seem to fit together. In this phase, it is the scientist’s job to house the new information in the old framework, rather than question anything (the ‘things don’t work like that around here’ school of science).

At this point, a maverick will come along and propose a counter theory which doesn’t need all of these exceptions and caveats to work, and – grudgingly and slowly – the new paradigm will be adopted. This is ‘revolutionary science’. Of course, when I say maverick, I’m referring to Galileo, Einstein and so on.

It’s Kuhn’s book which popularised the idea that science might not be all it was cracked up to be and elevated the phrase and concept of ‘paradigm shift’ to everyday English.

And thus – and I’m sure you’re way ahead of me here – we get to our world: marketing, advertising and communication.

I’m really interested at the moment about trying to pick apart and understand the different social changes that have affected our generation and previous generations. There is a truism that it’s difficult to really remove yourself from the time you’re in – can we really imagine what it was like to live through a time when presidents made promises about going to the moon, or we were engaged in a cold war with the soviets. They’re not small things, and they define their time, but can we understand them now?

The same is true of media and communication. When I was growing up, the thought of TV disappearing was incomprehensible. It would have been the end of my little A-team-obsessed world. For us, TV was part of the evolution of man and we pitied those who went before, not really understanding how they got through the long, cold evenings.

And I think we are long due of a revolution of the size of heliocentricity or relativity in how we feel about that box in the corner of the room and the corporations who pump content into it.

Here (and here if you prefer video), Clay Shirky does a great job of exposing the TV myth for what it really is. In the time before TV, he argues, people had a ‘cognitive surplus’ which TV, with its soap operas and sitcoms filled in nicely. There’s a great Kurt Vonnegut quote on this:

‘TV is … providing artificial friends and relatives to lonely people. What it is… is recurrent families. The same friends and relatives come back week after week after week and they’re wittier, and they’re better looking and they’re richer and they’re more interesting than your real friends and relatives’

Shirky tells the story of being interviewed by a TV producer about Wikipedia and in particular about the evolution of Pluto’s page when it was recently declared to no-longer be classified as a planet, and she said ‘where do people find the time ?’. His response: ‘No one in TV gets to ask that question’.

Now, he argues, people are taking that cognitive surplus back.

Are advertising and communications agencies really understanding what’s happening here? All I hear is TV thinking applied to the web: Let’s put banners here, let’s pay these people to talk to those people; let’s try to ‘do some community’. Or these hideous ideas about getting and managing crowd-sourcing or ‘operating communities of interest’.

As with Kuhn, one paradigm cannot necessarily be understood from inside the other. There’s going to have to be a lot of fresh thinking going on if companies are going to keep paying these agencies all of these dollars.

But of course, Shirky isn’t really worried about what the big dumb agencies (as George Parker calls them) don’t know. He’s more concerned with the potential upside.

Given the size of the ‘surplus’ currently being spent on TV, imagine what they could do with all the time. More LolCats? Five more wikipedia projects? 1000 more? A million?

 

Advertising advertising

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Apart from being an absolute copywriting car crash, doesn’t this Facebook ad for Cadbury’s Trucks campaign raise a question about what exactly the original ad was for.

I’m guessing the agency is getting a few of those ‘why didn’t it go viral?’ questions from the client and is trying to give it a little helping hand.

Viral isn’t a method, it’s a mark of success. And, if you can’t even get me to watch the ad, are you going to be able to buy your chocolate.

No longer just your wife

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The new Red Brick Road site contains a neat little spoof site about overblown promises and ‘strategies’ from agencies (“The Yellow Brick Road”). Particularly good is this fictitious company’s philosophy statement:

‘In today’s networked world, we understand that the customer is no longer just your wife, she’s the boss. That’s why we believe customers shouldn’t just consume our advertising but create it as well, something we call Brand Consumation(TM). Rather than just research customers, we get them to literally write and approve all our briefs, and to create all of work too. That way control is firmly in their hands before the process has even begun.’

Sound familiar?

Corny chips

I actually saw this a few weeks back and felt I should document it, and then it got forgotten about.

Have a look at these beauties. Presumably they were ‘targeted’ at me on the basis that I’m a male human being, or something.

The ad:

dorito

(incidentally, how many people do you think click on the ‘more ads’ link?)

The page it takes you to:

dorito2

Ads themselves are uploaded to http://www.doritos.co.uk/. There have been 115 so far. None of the ones I looked at was anything better than hideously embarrassing. Here’s one at random:

And now they’re going to have to put one on TV. What on earth do they think they’re doing. Surely this is a great example of a traditional TV ad agency showing absolutely no imagination or understanding about what social media does: ‘we can’t make a TV advert? Can the facebook people?’.

One truck pony

cadburys

As Gareth remarks on brand new, the follow up to the Cadbury’s Gorilla advert is underwhelming.

We all spent ages trying to work out if and why the Gorilla worked. The sales figures would seem to suggest it did work (outside of adland) although not in a big way. No one really seems to really know whether it sold more chocolate bars or Phil Collins records.

Clearly that ad made people think. The problem is, did it make them think, ‘I want to buy some chocolate’ or just ‘cute gorilla’?

The new ad has so many faults, I wonder how it got through:

  1. The trucks aren’t just being naughty, they’re being destructive. That tone doesn’t seem to fit. The great thing about the Gorilla was a feeling about a slightly guilty but harmless pleasure
  2. There’s an apparently deliberate ambiguity about whether the vehicles are real, or toys. That’s ruined when we see a driver in one of the cabs
  3. Again the dark, helmeted driver seems at logger-heads with the idea of innocent pleasure: what are the motivations of these shady characters?
  4. It just doesn’t seem like a lot of pleasure.
  5. Clearly the timing (the same weekend as the T5 baggage fiasco), could work both ways for the brand, but if anything it seems to add the recklessness feeling and send the mind wandering away from chocolate bars.

So the clever subtlety and counterpoint of a very human gorilla acting like a teenager in their bedroom with a dark secret about Phil Collins, gives way to a kind of big boy’s slightly destructive fantasy which seems to fit all the most irrelevant parts of the brief.

Spot the obvious mistake

What’s wrong with this picture?

socialads

Well apart from the fact that their advertising is clearly so laser-guided that they’re shoving the ‘your ad here’ ad up to their entire market, there’s only one item on the page you can’t ‘prioritize’ (dig or bury) yet it’s likely to be the only item on the page that people will want to remove. Why not collect this data at least – perhaps it could even be passed off as a piece of that much over-discussed and underdone ‘customer engagement’. ‘We tried to get brand X to engage with your customers and they interacted with it… by telling it bugger off!’.

And not like this either:

socialad

Yeah but, no but… digital

F_200612_december13_204066a

Perhaps we have a problem with teenage violence but there’s nothing quite so unseemly as old people scrapping it out. It only makes it worse when those pensioners are millionaire bosses of major traditional media and marketing firms. As Brand Republic reports (requires free registration), Martin Sorrell and Maurice Levy have been taking time out of the Davos World Economic Forum to pull each others’ hair and trade petty insults.

The argument relates to Publicis’ and WPP’s relationship with Google. Sorrell, rather astutely, has previously described the big G as ‘a short-term friend and a long-term enemy’.

Levy thinks Publicis has a longer-term plan with the search engine, initially represented as a staff swap between the two companies.

Trouble started when Sorrell dismisses Publicis’ relationship as little more than having a meeting, adding:

“What Publicis is doing represents a little bit of a concern that they didn’t get the technology right. I think Maurice is acknowledging a bit of an Achilles heel when it comes to technology.”

Levy’s response was to shout back across the playground,

“I’m sorry Martin said that — it’s really cheap, but it’s probably the result of his lack of understanding of technology.

“He’s a financier, I’m an engineer, and you can see the difference. I’m pleased with what we have done, and I’m sorry that my dear friend has not understood it.”

I’m sure tetchiness will only increase as the effect of traditional ads (and the budgets managed by the leading agencies in these two groups), take a bashing. Worth remembering too that Google had only just dropped the ‘beta’ badge on their search engine in 2000, and is now the disputed girlfriend of these two older boys, who should know better.

Anyone who’s worked in either of these monolithic corporations is likely to confirm that on average, the individual operating companies are incompetent at digital. Some moments of inspiration tend to come from high-priced digital acquisitions (which are then systematically bled dry) while more traditional elements of the groups are firmly in denial about the whole thing.

Clearly the pressure of reforming the beasts is starting to take its toll.

Your name here

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Robin highlights that this month’s IAB Creative Showcase results contain ‘not a single banner in sight’. That’s slightly misleading as both the winner, Lean Mean’s ‘Non-stop Fernando’ and the first runner up, Dare’s ‘Vaio online script project’ both use traditional ad formats at promotion.

It’s the second runner up however, glue’s ‘Potato parade’ which I just don’t understand.

The original BBC Micro.

This happens to be the same week that the inventor of the BBC Micro, Steve Furber, received a CBE. Do you remember the excitement when that arrived in 1981?

I can vividly recall the huge hopes we all had, and then the slight disappointment when the beige box couldn’t do what the computers on the telly did – expectations had been set a little high by AirWolf and KnightRider. However we struggled on and, again, I can remember vividly the moment that wrote my first – admittedly a bit pathetic – computer program. It was BBC BASIC and what it did was ask you what your name was “ENTER YOUR NAME: (flashing cursor)”. When you did this it would spit back “HELLO TOM” (or whatever you put in, it wasn’t that shit).

So back to the potato campaign. It says, “TELL ME THE NAME OF YOUR FRIEND: (cool animation)”, and then – rather than just saying “HELLO <your friend’s name>” – it creates an animation of dancing potatoes, which I’m then supposed to email on to my friend, colleague, mother, ‘sweetheart’ etc with their name in the animation.

Why?

It might be really nicely designed, it might have the voices and animation of British favourites Aardman. But why on earth would I do it?, and what on earth has it got to do with potatoes?

Perhaps I’m missing a segment of my brain and this makes sense to everyone else, but as far as I can see, glue could have used the same campaign for any product. It doesn’t say anything to me about the manufacturer (McCain), the product itself (potatoes), it doesn’t make me want to buy or eat the product or anything like it. What is it for? And why is it winning awards? Unless it’s winning for its use of the craft, I just don’t get it.

And how did people find it in the first place? Assuming it didn’t circle the globe twice in a fit of viral-ness. The entry from glue says:

‘The Potato Parade has only be live a week or so but has been sent on by 125,000 people in 124 different countries. Including most of our mums.

Hmmm, really?, ranking the 194 countries of the world in order of economic size that would mean the campaign had reached Chad…

What’s the betting a couple of potato-shaped banners have been deployed too!?