This morning, I started my day by reading several articles, blog posts and emails. And it seems that all of them were about “viral video.” Did you see those cute little babies on roller skates? (How did they do THAT?) Or the naked stewardess? How about the viral video that EXPLAINS how the Samsung viral video was filmed? Did you hear that the ad world is anxiously awaiting new web videos from FedEx?
Viral, viral, viral. And this stuff is way out in the open.
But here’s the thing. It’s all been done before.
The online revolution has been a liberating force – inside and out of the marketing sphere – particularly for the information consumer. Companies large and small cram their value propositions into an 800 pixel frame for the world to see. Politicians can clearly (sometimes) lay out their platforms for voters. And millions of people (including yours truly) with opinions on millions of topics, blog the days away, blasting and re-shaping the editorial and cultural landscape.
But what about advertising? Why is it that advertising is ALWAYS about making these little movies? In the three and a half decades since the early 1970’s, the television :30 or :60 has remained the absolute pinnacle of creative output. TV wins the big awards. TV drives the big budgets. TV, TV, TV. It puts radio and print ads and direct and outdoor and promotions out to dry.
So here comes the new new economy. And the new new Internet. And the new new advertising opportunities. Anything goes, right? Flash. Ajax. New banner sizes. Peelbacks. Ads that “fly” across your website. Wow. So many possibilities for creativity. So many opportunities for engagement. So many ways to measure!
And yet what is the new new advertising form? The teacher’s pet of them all? TV spots, disguised as “viral” videos!
Meet the new boss. Same as the old boss.