In case you hadn’t noticed, there is a new trend emerging with online advertising that’s more content focused and more in tune with the idea of conversing with the viewer rather than the standard practice of overt one-way advertising.
The reason is simple, most of us have learned how to ignore online banner ads and those annoying animated ads that jump out at us as we click on a new page. Most people hate these ads and all of the obstacles that prevent us from immediately accessing the content we are seeking.
As Chris Anderson, curator from the non-profit group TED, recently stated, “online ads are not adding anything to our web surfing experience. Rather, they are annoying us, boring us, and even enraging us.†Instead advertisers should be seeking to join the online community by sharing information and providing worthy content as well as joining in the conversation.
“We’re moving toward a future where advertisers and consumers are part of the same community, sharing ideas and engaging in a learning cycle, together,†Anderson continued and went on to advocate that advertisers should create ads that are worth spreading. “We (at TED) want to encourage development of ads-with-a-difference… that engage our audience authentically, intelligently and delightfully. Ads that people will want to share because they encapsulate ideas worth spreading.”
This idea isn’t new. The 25-year tradition of the highly anticipated Super Bowl ads may well fit into this category of engagement where viewers actually look forward to seeing the commercials. It makes one ask why advertisers don’t create worthy TV spots all the time?
Non-Traditional Advertising Methods
At any rate, the idea now is to become part of the conversation. Advertisers need to engage prospects with credible content that isn’t overt, intrusive or just blatant in-your-face advertising. Those marketers that succeed in this evolving arena will likely be embraced by viewers and may ultimately create loyal consumers as a result.
A couple of months ago Science Creative posted an article on Danny MacAskill’s amazing bike riding videos that were sponsored by Red Bull, VW and other advertisers who sponsored his breathtaking stunts. This form of advertising is low key where the advertiser isn’t prominent during the spot. The talent is the content which is what attracts viewers and in-turn, makes the video go viral. The product/brand association with Danny’s talent is subtle but effective simply because it’s deliberately set in the background.
