21 Jun Context is King: A Million Examples of Creative Ad Campaigns Getting it Right
By Daniel Marks
This was one of the first television commercials to ever air:
Talking to the camera on a mic was the obvious way to leverage television: after all, that’s how radio commercials worked. Now, advertisers could just put radio commercials on television. What an exciting new advertising medium!
As it turns out, putting radio commercials on television wasn’t really the best use of this new medium. Sound familiar? This seems awfully similar to the current practice of turning your television commercial into a YouTube pre-roll ad. However, the difference this time isn’t the media format, which is largely similar (YouTube videos are still video, banner ads are still text + image, podcast sponsorships are still voice, etc.) Instead, the difference is how people are consuming the content;in other words, the context.
A television commercial is a relatively static experience: 30 seconds of video placed within a few appropriate time slots, reaching people in their living room (or possibly bedroom). A Facebook newsfeed ad is a little more dynamic: it can be seen anywhere (home, office, bus, etc.), at anytime, byanyone, in almost any format and next to almost any content. The digital age has basically exacerbated the “problem” of context by offering up a thousand different ways for consumers to interact with your marketing.
But, with great problems comes great opportunity — or something like that. So, what are some ways to leverage context in the digital age? View Full Article >>