The end of the Internet

Like everyone else i got high on the possibilities of the Internet (the “I” is capitalized on spellcheck). I benefitted from it spectularly earlier in my career, so i more than most had reason to expect big things from it. And it just isn’t panning out as an advertising medium. It’s a connecting medium. Like the telephone. Wouldn’t it be awesome if you could put an ad on every telephone call? no. we all know it would be torture. so it will never happen.

And it for this reason that advertising doesn’t really belong online. How can your ad compete with a torrent of awesome stuff that i like? or facebook. or twitter. answer: it can’t. the Internet is getting very small. Ten years ago the Internet was a lot like the American west in the 1850s. Today it feels a lot like 1905. Google and Facebook own the internet.

today you have to buy your way to Internet success. you buy it with outstanding creative and outstanding strategy. or all the above and MONEY.

see Nike’s World Cup ad. Nike weren’t the official sponsor of the world cup. adidas is. but the adidas work was very boring. so Nike cleverly owned the championship for 9 million dollars, the amount it cost to produce that piece. money well spent. the internet loves the exceptional. and fuck all else frankly.

So clearly the solution is for advertising to become a lot more exceptional. that’s not as hard as you might think. all the boring advertising in your category is merely setting the boring stage for the exceptionally brilliant advertising you will do for your brand.

nothing is more fun than making a previously dull category suddenly exciting!

8 responses to “The end of the Internet

  1. It has been the Emperor’s new medium for a long time now. Too many people say they need a digital presence, a social media strategy, a digital forum, but yet don’t really seem to understand why. They say the benefits are plain to see, but they’re simply not in a large percentage of cases. The Internet for marketing should be like chillli powder. Use it wisely as part of the mix and the results are great. Use it indiscriminately and it becomes a complete waste of money.

  2. Rant – I may have to steal that analogy.

  3. Thanks MJ. Please feel free to steal away.
    For my own part, I may develop that analogy a Twitter presence and a microsite!

  4. I agree with you Vinny. But even the Nike ad had very poor returns. It had I think 3 million views its first week online. Not bad. Its free. But they could get more with a mid-level buy of one spot on primetime. Kind of proves your point.

    Also Ad Blocker Plus which I use is downloaded over 700,000 times per week from Fire Fox. It even blocks Google’s paid search results! I only see ads on a very small number of sites. It used to be zero. But when I moved into Advertising Ethics got to me and I wanted some businesses to make money since I want them to survive (NY Times, Huff Post, the Economist etc).

    Social Media is another platform they are trying for force the Square Ad Peg into the Round Platform hole with a sledge hammer. Social has zero scale. It might be cheap and you get what you pay for!

  5. howie,

    and they DID air it on TV, albeit in a one time only stunt manner.

    but the IMPACT they achieved among soccer fans via online video and social media and PR and sheer buzz and likeability and talk value was the bit that i liked. they didn’t put all their eggs in one basket. they produced a piece of, ahem, content that could be repurposed according to the medium. that was the smart part. and free views beat paid views every time.

    plus, most importantly, they stole the World Cup from Adidas. Bet that sponsorship cost a lot more than $9 million!

  6. I agree with you Vinny on the Nike spot. I liked it wish Soccer was viewed like that live. And it had humor. Hell WE are talking about it.

    But we forget because we are old…or at least I do that who cares what we think. Whats important is that 9 year old who never knew what shoes soccer players are supposed to wear and saw Kobe and a goal by Rinaldo and told Dad ‘I want Nike’. That is actually what is important.

    But to Nike’s detriment the shoes will still fall apart sooner than other brands its the reason I don’t buy Nike except for a piece of clothes here and there. No Advertising can fix the product.

  7. when i worked in the category it was common knowledge among the hardcore of every sport that the specialists Brooks/Diadora/Puma had the best equipment for the serious athlete. but luckily most people are just dabbling or wearing the shirt as they sit in the couch watching the game guzzling beer.

  8. rant, you’re absolutely right. i have a teenage daughter. she uses the internet in a RADICALLY different way to us. to her the Internet is about as interesting as refrigeration. it’s just something that’s always been there. no need to get excited about it. and she doesn’t. she reads books.

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