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« Al Gore Pauses Green to Talk Up Consumer-Generated Media | Main | The Blog I Never Wanted to Create: In Loving Memory of My Father »

October 17, 2007


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Re. Back to TV basics - I'm not convinced. Yes the TV ad is still important. The issue is that it is declining in importance as other forms of communication become more influential. This lessening of attention is what is (or should be) changing the dynamics of TV advertising - accepting the realities of a reduced role within a much broader communications portfolio and abandoning the hitherto central idea that the TV ad shall carry the entire brand narrative.

My experience has been that to succeed in producing this new type of content, (and new type of ads) you have to abandon previous thinking and techniques. You have to think editorially, rather than promotionally and most ad agencies are institutionally incapable in this respect and show precious little signs of making this intellectual transition.

Ultimately the 30 second TV ad will still live - as outlined in this post
But it will be dramatically different, produced in radically different way by an agency that bears little resemblance thing currently known as an advertising agency.

In other words - in advertising at least -I think there is limited value is assuming the old rules still apply.

I think that TV will become less relevant over time as an advertising vehicle. TV is still booming, but DVR penetration is still relatively low (about 7%) and is projected to reach 41% by 2009. (I just looked this up).

At the same time, the internet is still a relatively new medium with far stronger capabilities than TV. Online advertising will continue to evolve to provide better targetting, messanging and innovative ad formats.

My thoughts are far too numerous for the comments section....I'm going to write a blog post on this. (

Great article - thought provoking and interesting :)

Side note on the Search Engine Comment - interesting post in Ad Age today about CPG Search Engine Marketing

Pete, this reads as a savvy analysis from someone who has clearly "been there." On search, though, I think you are off the mark - and maybe it points to a deeper "P&G mentality" that still won't comfortably coexist with the new reality you describe. You use the analogy that a Wikipedia entry or a content site are "shelves."

To be quite literal about it, they are not shelves.

But really - even not taken literally, but taken in terms of how you need to understand them, they are not shelves.

P&G exercises control over shelves, through dollars, power, and leverage; in part the effect to constrain consumer choices. Can it do this with said "online shelves"? Isn't this precisely *why* search (and what they do post search) is so beloved by consumers? Because they're escaping the power of the shelf.

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