Throughout my career i have tried really hard to create advertising that has a legitimate shot of being seen out of choice by consumers. And that legitimately competes with the very best of what’s vying for consumers’ attention at any given time.
That is hard. And has always been hard. It’s hard to create things that really interesting. The path from idea to finished execution can be a tricky one. Ask the Weinstein Brothers!
And there is always a ton of new content to compete with. BUT…the good news is that 99% of it will be uninteresting dreck. So really you’re only competing with 1% of the new content. (I’m making the numbers up obviously, but you get the picture).
And of course the Internet is simultaneously the best thing and worst thing to ever happen to someone who traffics in attention. Lots of new ways for you to engage people. Lots of new ways for them to tune you out.
So it’s kind of sobering to read these statistics… (The audience for online video reached new heights last month, as over 158 million Americans streamed a total of 21.4 billion videos in July according to comScore — both new records for the medium)
I remember ad agencies being vilified in the early years of this decade for trying too hard to use old tricks (video) in the new and interactive medium of the internet. Well, guess what. Turns out video is still the most compelling and fastest way to tell a story. you just have to compete with 21.4 billion other videos.
time to get yourself one of them sneezin’ pandas!